will.i.am and Lexus: Driving experiential!

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will.i.am and Lexus have teamed up to create this real world driving game experience.

Installed on a disused runway, this incredible experiential stunt utilises 350 projected mapped motion and audio sensitive lasers and lights to bring a well-known music computer game to the real world.

In a game play similar to Guitar Hero, will.i.am battles in the Lexus NX to hit a series of laser tracked light projection targets to the right rhythm.

We’d love to see this brought to life for the mass market. Does it have the potential to possibly be the best experiential marketing campaign ever?

Take a look at the video and let us know what you think!


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