At the New York International Auto Show this week, simulations can put showgoers in the driver’s seat of a device that acts and feels like a real vehicle, virtual reality executions can pack a three-dimensional, 360-degree video environment.
The most impressive way that companies have deployed fresh technology remains those hard-to-replicate experiences, like the Chevrolet’s virtual reality experience, which puts users on a digital version of the General Motors test track.
“We used the automobile’s technology to create a marketing campaign, a campaign that creates a halo for the brand,” said Mark Malmstead, head of marketing for Dodge SRT, the brand’s high-performance arm. “The computers that control the simulation are right out of the Demon.”
Read the article at The New York Times.