Race Against the Machine

Driving brand engagement with a VR- and AI-powered racing game.

  • Mixed Reality
  • Content


We wanted to wow IT buyers with the lightning-fast machine learning of Dell computers. Forget boring white papers – we aimed to put them right in the action with an exhilarating, hands-on experience. Our mission? Make this tech demo unforgettable and seriously fun.


We didn’t simply tell IT buyers about the lightning-fast machine learning capabilities of the new Dell computers; we put them in the driver’s seat for an exhilarating experience. We built an epic live racing game blending virtual reality and Artificial Intelligence. Players raced against an AI opponent as skilled as a McLaren F1 driver. With each lap, the AI got smarter and tougher. Real-time leaderboards kept the competition fierce and the adrenaline pumping.


Our bold, outside-the-box approach ditched the dull and delivered a knockout experience. Attendees didn’t just see Dell’s tech – they felt its power firsthand. The buzz was incredible, leaving participants and brands eager for more. We didn’t just meet expectations; we blew them away. Dell engaged 1,200 ideal customers from 400 companies across 20 events in just 6 months.

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