VW teams up with Amazon to deliver a web-based AR experience

By our News Team | 2021

The auto brand’s US marketing team is sending augmented reality driving into homes across America as it promoted the new Taos SUV.

Volkswagen in the US has unveiled was it calls a ‘web-based augmented reality technology (WebAR) experience’ that will bring a sensory experience of the company’s new Taos SUV model into the homes of select online shoppers.

The deal has been done in conjunction with delivery giant Amazon and, by scanning a QR code on the specially designed boxes, recipients can experience a virtual drive on a 3D map, while also adding unique sounds along the way.

Four musical moods—Road Tripping, Rhythm Kicking, Smooth Gliding and City Vibing—all with their own colour, accompany users as they guide their virtual vehicle through various hotspots on the map. By recording these drives, customers are able to unlock three months of Amazon Music Unlimited at no added cost.

Augmented reality

Photo courtesy of Volkswagen

A music-driven ‘moment of joy’

“Driving and music have always been a perfect pairing,” said Kimberley Gardiner, Senior Vice President for Volkswagen brand marketing. “This innovative, virtual introduction to our new Taos gives potential buyers a unique, music-driven way to experience another moment of joy from this SUV.”

Similar to the company’s TV campaigns in the US, the WebAR experience theme is about the joy of driving, and how it’s more than just going from Point A to B.

“Our challenge was to evoke joy, creating a connection to the [TV] campaign through a different medium,” said Christopher Neff, Vice President of Innovation & Technology at The Community, the technology company that partnered with VW.

“We were inspired by the origins of the music box and added the visual spectacle of WebAR plus interactive music for a truly sensory experience.”

Over one million of the special boxes are being shipped to Amazon customers across the country. You can preview the experience through your mobile phone here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.