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Audi e-tron Test Drive on PlayStation Home

Following Daimler’s announcement of having the SLS AMG featured in the GT 5 PlayStation 3 video game, another German manufacturer makes use of a similar method in order to promote its latest concept: the e-tron, also on display at the 2009 Frankfurt Auto Show. Exactly, Audi will have the concept car featured on the PlayStation Home starting late 2010.

The users will therefore be able to drive the e-tron in the Vertical Run driving game through a virtual area, namely the Audi Space. The PlayStation Home is, in fact, a 3D social gaming service for the PlayStation 3 community.

“Most young people gain their first driving experience from video games,”
explains Kai Mensing, who is responsible for video games and virtual worlds in Online Marketing at Audi. “With the Audi Space, we can bring this target group into contact with our brand in a highly emotion-packed and interactive environment, and demonstrate our ‘Vorsprung durch Technik’ with the virtual e-tron race.”

The goal of Vertical Run is to beat the competition in a multiplayer challenge by collecting enough electrical energy and avoiding driving errors in the e-tron, in order to reach the highest possible speed.

While all PlayStation Home users will be able to access Audi Space, with its centrally placed tower reminiscent of major cities like Shanghai and Chicago, the Audi apartments located above the city will only be available to the best drivers.

“It was important to us to create an environment with Audi Space that differed from a classic showroom at an Audi dealership,” Mensing said. “To achieve that, we got together with the architects at Allmann Sattler Wappner and developed an interactive concept where the focus is on selected Audi models, making it possible to experience the brand in a selective, interactive way.”
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