{"id":5407,"date":"2011-09-19T08:52:44","date_gmt":"2011-09-19T03:52:44","guid":{"rendered":"https:\/\/www.ramble.sunmatrix.com\/?p=5407"},"modified":"2026-03-06T18:05:59","modified_gmt":"2026-03-06T17:05:59","slug":"iaa-2011-walk-of-innovations","status":"publish","type":"post","link":"https:\/\/www.sunmatrix.com\/ramble\/iaa-2011-walk-of-innovations\/","title":{"rendered":"IAA 2011: Walk of Innovations"},"content":{"rendered":"

I was at the IAA 2011 this Saturday, and I got a glimpse of our automobile future. It felt awe-inspiring. Almost all electric. Fully computerized. Interactive dashboards and even window displays.<\/p>\n

But while I looked at the cars with amazement, I kept a close look out for innovative implementations of \u201ctoday\u2019s\u201d cutting-edge technologies. I was curious to see how car makers use touch displays, social media, QR codes, and augmented reality to engage visitors at such a massive event.<\/p>\n

Here, augmented reality means a phone-triggered digital layer added on top of a physical object or display.<\/p>\n

\"Renault<\/p>\n

Here is a quick photo report of what I found interesting and innovative at the show.<\/p>\n

Volkswagen<\/h2>\n

\"Volkswagen<\/p>\n

The Volkswagen BlueMotion technology was presented through a huge motion-based interactive display. Visitors did not need to touch the display. They used various gestures to navigate through the menu options.<\/p>\n

Renault<\/h2>\n

\"Renault<\/p>\n

Visitors used the motion-based interactive display to learn more about the Renault Twingo. They could also change the colors of the model and watch demo videos.<\/p>\n

Hyundai<\/h2>\n

\"Dream<\/p>\n

The main draw at the Hyundai stall was the \u201cDream of Sand\u201d show by Svetlana Goncharenko and Natalya Netselya, who created vivid pictures in real time using sand.<\/p>\n

Hyundai was also one of the only car brands trying to connect the stand with Facebook. Visitors needed to \u201cLike\u201d the Facebook page in order to be part of a lucky draw that gave them a chance to drive a Hyundai dream car. Important details like the fan page URL and contest information were not visible, or not easily accessible.<\/p>\n

Skoda<\/h2>\n

\"Skoda<\/p>\n

Skoda gave visitors augmented reality pins. The Junaio AR app was used to scan the pin and activate the augmented reality. Most of the pins were gone by the time I got there, so I scanned the info card instead. It did not trigger the 3D surprises that the pins would, but it did offer a set of regional videos.<\/p>\n

Citro\u00ebn<\/h2>\n

\"Citroen<\/p>\n

At the Citro\u00ebn Eco Drive simulator, visitors could take the car for a 3D test drive.<\/p>\n

\"Citroen<\/p>\n

iPads were used by many car manufacturers to interactively share model specifications, videos, brochures, and to take automated enquiries from high-potential buyers.<\/p>\n

Opel<\/h2>\n

\"Opel<\/p>\n

Opel used Microsoft Surface technology to share information about its cars. This was my first live experience with Surface. It worked much like the Apple touch interface, even though it did not feel as sensitive and smooth.<\/p>\n

Ford<\/h2>\n

\"Ford<\/p>\n

Ford, like Citroen and Volvo, set up a car simulator at its stand.<\/p>\n

\"Ford<\/p>\n

They also engaged visitors with a small \u201ccollect the stamps\u201d game. The game made visitors go to each section of the Ford stand, correctly answer some easy questions related to the car and technology, collect the stamps, and get Ford-branded water bottles. Visitors could also play further and win two tickets for the UEFA Champions League Final in 2012.<\/p>\n

\"Ford<\/p>\n

Chevrolet<\/h2>\n

\"Chevrolet<\/p>\n

Visitors could scan the QR code on the floor to view a short Chevrolet Volt specs video.<\/p>\n

Volvo<\/h2>\n

\"Volvo<\/p>\n

The Volvo Open 70 Simulator gave visitors a first-hand experience of what the Volvo sailing team goes through when they go sailing in the ocean.<\/p>\n

\"Volvo<\/p>\n

On taking the ride I slid steeply from left to right on the seat. There was also non-stop wind blowing on my head, with regular splashes of water. It created a strong 4D-style experience. By 4D-style, I mean the simulator added physical effects like motion, wind, and water to the visual ride.<\/p>\n

Visitors could also try to hoist a virtual sail. On my second attempt I hoisted the sail in 12.3 seconds. The current record was set at 9.03 seconds by one of the previous visitors.<\/p>\n

\"Volvo<\/p>\n

Mini Cooper<\/h2>\n

\"Mini<\/p>\n

I really enjoyed visiting the Mini Cooper stand. The displays were amazing. A beautiful Mini surrounded by a bright circular display appeared as one entered the stand.<\/p>\n

\"Mini<\/p>\n

Minis in multiple colors were on display with various digital displays across the walls.<\/p>\n

\"Mini<\/p>\n

They also showcased their new iPhone app for the car, positioned as the intelligent link between the driver and the Mini. The app claimed to help the driver perfect a more sporty and precise driving style.<\/p>\n

\"Mini<\/p>\n

I also spotted Lancia, Fiat, and Alfa Romeo promoting their iPhone apps via simple leaflets.<\/p>\n

\"Mini<\/p>\n

A souvenirs section greeted visitors on the first floor of the stand.<\/p>\n

\"Got<\/p>\n

In the end I got to drive my own Mini!<\/p>\n

BMW<\/h2>\n

\"BMW.<\/p>\n

The BMW stand was the biggest in terms of size and digital displays. Two of the most stunning concept cars from IAA were here. The car from the photo above appears in the Hollywood blockbuster \u201cMission Impossible: Ghost Protocol.\u201d<\/p>\n

\"BMW<\/p>\n

At the BMW i3 Concept city car area, I found an interactive telescope through which I could watch videos and product demos. To select a video, I had to move the telescope around and point it at what I wanted to play.<\/p>\n

\"BMW<\/p>\n

Why the most memorable stands worked<\/h2>\n

The strongest activations turned product messaging into something visitors could do, not just watch. That worked because a gesture, a simulator ride, a scan, or a simple challenge gave the innovation a clearer mental hook and made the brand easier to remember after the show.<\/p>\n

Extractable takeaway: At live events, technology earns its keep when it simplifies the story into one obvious action that visitors can try for themselves.<\/p>\n

At large automotive trade shows, brands win attention by turning passive footfall into small, guided acts of participation.<\/p>\n

The real question is not whether a stand looks futuristic, but whether the technology gives visitors a clear reason to interact, learn, and remember.<\/p>\n

The best stands used technology as participation, not decoration.<\/p>\n

Closing note from the show floor<\/h2>\n

I spent seven hours at IAA. It was totally awesome. The only car stalls I could not visit were those of Mercedes and Audi. There were simply too many people crowding those stands, and if I had waited, I would have missed at least half of what else I saw during my time there.<\/p>\n

I look forward to the next Internationale Automobil Ausstellung in two years. Till then, this is Sunil signing off from IAA 2011.<\/p>\n

What event teams can steal from IAA 2011<\/h2>\n