Volkswagen Golf GTIPlay the road
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MONTHS OF CRUISING AND CODING. The app requests speed and RPM information from the GTI’s on-board computer. Steering, acceleration and location data is calculated from a combination of the iPhone’s accelerometer, gyroscope and GPS receiver. All this data is instantly smoothed and filtered before the musical programming language PD (Pure Data) translates it into unique music live.
GLOBAL COVERAGE AND ENVIABLE SALES. Play the Road received worldwide coverage with over 3.5 million views. Not only was it the most viewed Volkswagen UK video ever, but viewers perceptions changed – the GTI was thought to be 7% more innovative, 12% more desirable and 16% cooler. The prototype app, which was never intended for public use, delivered an amazing 11% uplift in YoY sales.