We created the first virtual motorcycle test ride with BMW Motorrad to enable anybody, no matter what age or skill, to experience an extremely realistic feeling of riding a motorbike.
To create a fully immersive experience, we combined a virtual reality headset with real video footage and interactive head tracking. Eye Ride was then used to attract new target groups to motorcycling: the people who tried Eye Ride and reached a certain pulse rate received a supplementary payment for a motorcycle license.
We gained a large volume of media attention outside of the automotive industry, so the test drive was highly anticipated by national markets and BMW Motorrad dealers globally. Furthermore, EyeRide is considered to be a vital component of regular campaign communication in the future.