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Mercedes-Benz kicks off HK ambient drive
by Benjamin Li
29-Aug-08, 16:27
HONG KONG - Mercedes-Benz has invited consumers to a virtual test drive of its new-generation B-Class model at interactive kiosks at five selected Pacific Coffee outlets in Hong Kong.
Using ‘augmented reality’ technology, the car seat-shaped kiosks combine live video imagery with computer-generated graphics to provide a real-time, interactive 3D experience.
Beside the kiosk there are postcards of the B-Class; when consumers place one of the postcards on an interactive panel, an LCD display on the kiosk is activated. The screen then shows a 3D image of what is on the postcard. Specifications of the car appear on-screen, as well as information on what has changed from previous models. Users can turn, change angle, enlarge or downsize the 3D model by moving the postcard at various distances from the camera in the panel. They can zoom in and out of the highlighted parts to take a closer look at the new design by moving the postcard towards and away from the camera.
“Mercedes-Benz is the first luxury brand to apply this advanced technology for promotion,” said Michael Cheng, director at New Digital Noise, which developed the campaign.
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