KIA CARAOKE STUDIO | AO EXPERIENCE
Augmented reality turns the classic test drive on its head at the Australian Open.
Jumping into an unassuming Kia car, visitors to the Kia Caraoke Studio were invited to rock out to Jet’s “Are You Gonna Be My Girl” alongside tennis stars Thanasi Kokkinakis or Daria Gavrilova through augmented reality. Scored in real time through pitch and performance metrics, audiences tested their karaoke skills and were rewarded with a generative, shareable video and the chance to win great prizes.
Animated lighting creates the atmosphere of a classic karaoke studio.
The goal of the lighting throughout the Kia Caraoke experience was to help people forget they were in a car. Instead, Nanoleaf light panels attached to both the front and back windshields and the roof of the car created an immersive karaoke studio. Meanwhile, these lights were programmed into animated sequences matching the music and drama of the experience, providing visitors with playful ambiance and cues about how to interact.
Augmented reality and gamification enhance the karaoke experience.
To bring the augmented reality aspects of the experience to life required two types of footage and some clever video editing. First up, the tennis pros were recorded in a traditional film shoot. Then, the footage was isolated so it could be played simultaneously on top of the live video of visitors captured during the in-car experience.
The combined video was further augmented through the inclusion of a gamified scoring system. This system scored teams on their pitch (by matching live audio to the original song) and performance (through pixel matching movement in the video feed), and provided these metrics to visitors in real time.
Dynamic social videos bring the physical experience to the digital world.
When visitors finished their karaoke session, they were sent an automated email that included a dynamically generated photo of their experience along with the link to a short video of their performance. Housed on a dedicated microsite, these digital takeaways could be shared with friends and family on social media, effectively extending the life of the activation, both for those at the Australian Open and those watching along at home.
A memorable experience for tennis, karaoke and car lovers alike.
Kia Caraoke was live at the Australian Open for 15 days. During that time, over 9,000 individuals were able to test their karaoke skills as they sung along with the tennis pros. The experience also lived on after the event, with visitors actively sharing their experience with friends through the dedicated microsite.
This project was created in partnership with Bastion EBA and Kia, along with the S1T2 team: Chris Panzetta, Natalie Robinson, Liam Stephens, Nicky Tunpitcha, Denise Dang, Tommy Saputra, Joel Flanagan, Richard Wong, John Pham, Gyuri Kim, Danny Keig, Tristan Jensen.