AUDI24LMImmersive website
Audi flagship manufacturer of the "24 heures du Mans", wants to share the unique sensations of this legendary race with its fans. Double 2 called on Bonhomme to create a unique digital experience: the first Twitter endurance race. The feature: For 24 hours, a question is asked every hour to the visitors. The quickest to Tweet the right answer wins miles and advances his Audi R18 torwards victory.
How can you unite a community around a racing team during the 24 Hours of Le Mans?
Audi, flagship manufacturer of the 24 Hours of Le Mans, wanted to give its fans the unique sensations of this legendary race — not just spectators on site, but the entire worldwide community of enthusiasts. Over 24 hours, how do you sustain an automotive community's engagement in parallel with the real race? Double 2 called on Bonhomme, the web agency in Paris, to design an immersive website that reinvents the format of competition on social media — transposing the race's spirit of endurance and speed into a premium participatory digital device.
A WebGL circuit that plunges you into the world of the 24 Hours of Le Mans
The interactive circuit developed in WebGL immerses visitors in the premium world of the 24 Hours of Le Mans — multiple viewing angles of the circuit guarantee total immersion in the atmosphere of the race. The work in UX/UI designs an interface that respects Audi's premium graphic codes while offering fluid navigation between the different views of the 3D circuit.
The first automotive endurance race on Twitter
The device is in total creative alignment with the spirit of the 24 Hours of Le Mans: over 24 hours, a question is posted every hour to visitors. The fastest to tweet the right answer win miles and move their Audi R18 forward toward victory on the WebGL circuit. Endurance and speed — the two virtues of the Le Mans race — are exactly the qualities needed to win the digital game. The technical challenge is considerable: keeping a platform running for 24 hours of intensive participation, in real time, with no latency.
Results and impact
The device makes it possible to:
- design the first automotive endurance race on Twitter — an unprecedented concept that transposes the spirit of Le Mans into digital;
- create a premium immersive 3D WebGL circuit offering multiple viewing angles and total immersion in the Audi world;
- unite an international community of car enthusiasts over 24 hours of intense participation;
- generate a large number of entries and win several awards for the device's excellence;
- deliver an operational platform in record time, well beyond the client's expectations.
By bringing together immersive storytelling, interactive experience and high-performing UX/UI within an immersive website, Bonhomme, the Paris web agency, demonstrates its ability to design digital experiences that extend a brand's world well beyond a communications campaign. Awarded an Honorable Mention at the Awwwards, a Website of the Day at the CSS Design Awards and an FWA of the Day, the project illustrates the expertise of Bonhomme, the creative agency, in creating innovative digital experiences that meet the highest international standards of design, user experience and performance.
FAQ — AUDI24LM
Nicolas M.Co-founder - Nash
An ambitious project, technically very delicate to approach and deliver. The Bonhomme team showed creativity and excellence in bringing this ephemeral site to life. They went well beyond our expectations to deliver an operational, original and beautifully executed platform in record time. A team that's available, passionate, efficient — and always in good spirits!
Informations
ClientAudi
AgencyDouble 2
DateAugust 2014