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A Day at the Races

Your face is the steering wheel in the latest racing videogame.

Why does it matter
  1. A game appealing for all, beyond age, gender and nationality.
  2. The user is undoubtedly the protagonist of this initiative, thus the Brand becomes its most loyal ally.

Cars and men have a long -standing relationship, and most of the guys out there are drooling at the thought of jetfighter -style technologies being brought to the steering wheel.
Now, before you jump on your seat: this is still virtual.
Yet, it is so unreal it might just be a matter of years before we can actually buy ourselves an experience like this one: Red Bull came up with an online videogame where you can control a racing car with just a nod of the head or a grin on the face., and fill your tank by catching the cans of Red Bull behind every curve: just as if cars and men were one single body, at last.

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