Last year, JWT launched a pop up ad agency at SXSW called Walter. It’s aim was to meet with 25 startups with the goal of working with a few of them. This year, JWT Atlanta will launch an experiential marketing effort called Penzoil Presents Mario Karting Reimagined which aims to pimp Mario 8. All SXSW Gaming and Interactive attendees will be able to race their friends on a custom-built track.
Set outside the Palmer Events Center, the custom-built track with a Mario Kart-world feel will be open and free to SXSW Interactive & Gaming attendees. The live racing will use RFID technology to communicate between the track and the karts to provide the driver and the audience with an interactive, real-life Mario Kart experience.
The races will be simulcast from the driver’s point-of-view to screens throughout the activation and the Austin Convention Center. The kart’s performance is controlled by RFID technology as drivers interact with icons on the course. These real-life power-ups will either boost speed or slow the kart down in real-time. The goal is to collect all five icons in order to receive complete protection.
It’s all to promote Penzoil’s Platinum oil, a first of its kind synthetic oil made from natural gas.
The track will be open Friday, March 7th, 12PM – 6PM, Saturday, March 8th, 12PM – 6P and Sunday, March 9th, 12PM – 6PM
