The Inside Rolls-Royce experience was created to engage, attract and open up the brand to an entirely new audience. At their first-ever public exhibition, guests were invited to see and experience what it takes to make the best car in the world.
To create the experience, the event required a partnering app that could be downloaded before visitors arrived.
But there were some key challenges to be considered before building the app – mainly how we would accompany and compliment visitors’ journeys through the Saatchi Gallery without distracting from the grandeur of the physical environment.
In collaboration with Imagination, Smile Machine delivered a multi-platform, location-based mobile experience.
With 21 beacons in over 8 different zones throughout the Saatchi Gallery, content was triggered as visitors moved from room to room, allowing the app to show the level of detail that goes into making the ultimate British luxury brand.
The implementation of iBeacons was critical to the success of the app as it enhanced the experience Rolls-Royce wanted to give visitors while requiring little to no input from them in return, allowing for a seamless, uninterrupted journey through the exhibition.
The app also allowed this generated content to be shared directly, helping Rolls-Royce further engage new audiences across social media.
In the space of four days, 15,000 visitors attended the event with over 6,000 visitors using the app, and the #insiderollsroyce hashtag reached a potential audience of 41.9 million Twitter users.
The app was so successful, it’ll now be rolled out for a global tour across Europe, the US, Middle East and China with new languages and localised content.
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