Changing nature of the vehicle customiser…

hollerlab —  March 6, 2013 — Leave a comment

We have been seeing more elaborate and disruptive versions of vehicle customisers crop up, more and more often of late. It seems manufacturers are really seeing the value in creating more immersive, social, emotive and interactive car customiser experiences. With some manufacturers really redefining the accessibllity of these tools in various media. With brands such as Porsche making a celebratory 50th anniversary 911 customiser avalaible through Facebook.

The latest and perhaps most elaborate so far is one promoting Peugeot’s sports car the RCZ: http://rcz.peugeot.com/#!/start/

Screen_shot_2013-03-06_at_3

The site takes you through a story based customiser that also impressively links your phone with your PC to act as a controller of the experience. As you navigate the story, at different junctures it asks you to customise the car to evade capture in the new Peugeot RCZ that you allegedly just stole from Peugeot’s secret laboratory.

Here are a couple of other examples of interesting takes on this fairly homogeneous digital touchpoint for consumers:

Ford Mustang: http://www.ford.com/cars/mustang/customizer/ Gamified customiser
Porsche: https://www.facebook.com/porsche/app_73697663718 Facebook
Dodge Dart: http://www.dodgedartregistry.com/ Redefining the purchase journey

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