Audi A1 Showroom on PlayStation Home

PlayStation Home users will get to experience the virtual world of Audi, known as Audi Space. Aside from the A1 showroom, the Audi e-tron allows visitors to take it for a test drive in the Audi Vertical Run racing game, where the winners can claim an exclusive Audi Apartment.

According to Audi, there are four electric motors that accelerate the electric car in the game to speeds up to 200 km/h (124.27 mph).

“The goal of the project was to present the Audi brand to a specific target group in a highly emotional and interactive environment. We pushed the possibilities offered by Sony on the PlayStation Home platform to their absolute limits,” said Kai Mensing from Audi Online Marketing.

Lothar Korn, Head of Marketing Communications at Audi, explained that showcasing the brand within virtual worlds represents an important building block for Audi. “Audi is a progressive brand when it comes to its communication as well,” Korn said. “The Audi Space in PlayStation Home is a perfect example of this, and despite the futuristic atmosphere, it's still typical Audi.”

The background music is based on the Audi Corporate Sound Concept and it varies so that it matches the atmosphere. So far, Audi Space recorded more than 700,000 visitors and continues to grow, especially since the opening of the Audi A1 showroom will be followed quickly by a matching A1 game.

Starting March, there will be virtual presentations about the Audi e-tron. And in addition to a revised version of Audi Vertical Run, a completely new game will be offered by the end of the year.