ROVR's & Nissan's "Chase the Thrill"
Digital technology specialist DigitasLBi and production company Unit9 created a powerful virtual reality experience for visitors to the Nissan stand at the 2014 Paris Motor Show, held in France in October. The companies combined Oculus Rift and the Wizdish omnidirectional treadmill to let visitors play "Chase the Thrill," a unique VR game that lets people experience what it would be like to be a rollerblading android chasing a Nissan Juke in a 3D city. They chose the Wizdish locomotion platform, which allows users to walk or run while wearing the VR headset, to enhance the experience of physical interaction in the virtual city. The Wizdish was modified with the addition of safety rails. The idea was inspired by a recent TV ad for Nissan Juke, "Tested to Thrill."
We wanted to add a layer of physical interaction for the user in the VR experience, eventually deciding on the addition of a treadmill that allowed the user to walk and run while wearing the Oculus headset. The Wizdish—an omnidirectional low-friction treadmill—was the perfect fit. We modified the Wizdish to better fit the needs of the experience, including the addition of bespoke safety rails to keep the user on track.
Nearly 6000 visitors witnessed Chase the Thrill over the course of the Mondial Auto Paris 2014 event – many of them queuing up for repeated goes. The buzz spread quickly and Nissan was soon the most-mentioned brand on social media during the show. With such a novel way of communicating the JUKE’s urban credentials, we garnered significant press coverage too – over 30 respected technology, marketing and motoring outlets devoted precious space to the experience.