Michelin Augmented Reality App – Goodwood Festival of Speed



Michelin is synonymous with the racing world, and coupled with its relentless pursuit of the most innovative and cutting-edge technological advances to push the boundaries of both vehicle and driver performance, it is a perfect partner for the Goodwood Festival of Speed which celebrates and honours the past and present glories of motorsports.



The Brief

In conjunction with L3, the team created three experiences for Michelin’s technically innovative stand:

  • A fully immersive VR ‘Pit Stop Challenge‘ where visitors were able to compete in a tyre-changing contest on a prototype Ginetta G58 in a race against the clock to gain the quickest pit-stop time.
  • A Magic Mirror experience of the Michelin Man, who would mimic the movements of nearby visitors.
  • An interactive AR app which allowed visitors the opportunity to explore Michelin’s extensive tyre range on a variety of vehicles and in different driving conditions to demonstrate the benefits of the tyre range.


The Challenge

The challenge for the app was to take a technical subject matter and make it insightful and fun for the consumer, whilst also allowing the consumer to explore the finer details and make a more informed tyre choice.

The decision to do this via an AR application was to bring the subject matter to life whilst increasing engagement with the brand. The app was also integrated to back-end systems which, via a call to action, allowed the collection of data for the client by running a competition which consumers could choose to enter.

Technical Delivery 

This app required very accurate tracking, so we opted to work with Vuforia using their marker tracking over Apple’s ARKit and SLAM. It also had to be light enough to run on an iPad so naturally Unity was our preferred choice of engine.

This project relied heavily on scriptable objects along with the use of bit masks to pull relevant data onto the UI and also in the in-app email that was sent to the user. The use of scriptable objects made it easier to add new tyre data in the later stages of development.

If your business needs help on how to convey technical subject matter to a non-technical audience in a compelling and engaging format, please contact us.