Serve Like Sloane

Mercedes-Benz serves it up at the US Open

Gen City Labs worked with Mercedes-Benz and Engine Shop to create a virtual tennis clinic with Mercedes-Benz Brand Ambassador, Sloane Stephens, at the US Open. The custom application utilized augmented reality to bring a moment with Sloane Stephens to the masses, while enlightening guests about Mercedes’ new MBUX technology.

Guests approached the tennis court activation backdrop, and then verbally asked Mercedes to teach them to play like Sloane. This triggered the activation and Sloane Stephens walked on the screen, a giant video wall, as if standing right next to the guest. The guest and Sloane would then go through the Tennis Clinic Experience with the ‘assistance’ of MBUX technology.

At the end of the clinic Sloane would guide the guests to show off what they just learned for the camera. This would create a short sharable video of the guest and Sloane in slow motion as well as in regular speed. The branded takeaway video was then emailed to the guest which they could then instantly share on social or with friends.

The ‘real’ Sloane also stopped by and went through the experience while delighted tennis fans looking on. The experience was live throughout the US Open with hundreds of guests going through the activation.