Lexus has utilized Oculus Rift technology to allow consumers to virtually explore and test-drive the new NX
The daring new driving experience, developed to support the new Lexus NX launch campaign, ‘Striking Angles’, uses the revolutionary Oculus Rift (OR) virtual reality technology. The Oculus Rift is a new virtual reality headset developed by Oculus VR that lets players step inside their favourite games and virtual worlds. The experiences have been developed by Lexus’ long-standing partner-global digital marketing agency ‘Amaze’.
Using the very latest DK2 OR headsets, users can now virtually experience the car via an immersive and interactive car configurator, allowing them to create their own NX by selecting from a range of features. Consumers have the opportunity to enter into a virtual driving experience, to test-drive the car through a multi-dimensional urban landscape and to experience the NX in a truly unique and personal way. It is a key part of Lexus’ launch campaign for the NX, Striking Angles, which recently announced its partnership with music artist and innovator will.i.am.
The OR technology took six months to develop and represents a digital first for the OR system as well as the consumers. The NX driving experience presents an innovative approach to car buying and truly pushes the boundaries of the technology.
Head of Lexus Europe, Alain Uyttenhoven, said “the ground-breaking new technology, which provides consumers with an immersive virtual experience, very much mirrors the tone and stylisations of the Lexus Striking Angles campaign. It is an integral part of the launch – offering consumers a unique and personal way to experience the NX – building anticipation and creating a buzz.We are really excited to break new ground and keep our brand at the forefront of innovation in the digital space.”