Can You Catch the Dragon in Peugeot's New VR Experience?

Digital creative agency dpdk and Peugeot have launched interactive virtual reality experience ‘Catch the Dragon’ to introduce the new Peugeot 208. This campaign comes on the back of their very successful campaign for one of Europe’s biggest car events, the AutoRAI. Visitors got a chance to do an interactive test drive by combining the Oculus Rift with Leap Motion Technology and drone images. Try 'Catch The Dragon' here.

To introduce the new Peugeot 208, dpdk was tasked to create a campaign that would perfectly match the international TVC. The result is an activation that marries the TVC with Virtual Reality images. In the film-meets-game, the consumer is challenged to catch the dragon that comes to life in the TVC.

Karin Sijbring, Manager Brand Marketing and Communication Peugeot the Netherlands, says: “dpdk managed to strengthen the international TVC in an unique way, with local, digital communication that literally brings the dragon to life.”

The campaign can be experienced on Google Cardboard, but also on mobile or desktop. By combining WebGL 3D and the integration of a 260-degree video, there is no need to download an app in order to participate. dpdk has really pushed the boundaries of current mobile browser capabilities.

Pim van Helten, CEO of dpdk, says: “To ensure full focus of the participant, during the production prototype of the gameplay, we have constantly pretested it. Also, at the AutoRAI we perfectly monitored how people react to interactive VR experiences. These insights we have used to optimize the campaign and to realize a complete experience on both mobile and web. "

The film-meets-game combination consists of a mix of 360-degree images and a virtual 3D world. The 360-degree images were shot at one of the most beautiful roads in Europe in the South of France. These images are combined with a virtual 3D world that is rendered in a low-poly stylized look and feel, and includes handmade animations.