The Shell Eco-marathon is a unique competition that challenges students around the world to design, build and drive the most energy-efficient car. With three annual events in Asia, Americas and Europe, student teams take to the track to see who goes further on the least amount of fuel.
2016 saw the Shell Eco Marathon come to the Queen Elizabeth Olympic Park for a 3 day event, showcasing ground breaking energy efficient modes of transport.
Michelin tyres commissioned Xncreations on behalf of TEAMcycles (WATTbike) and the renown PR agency, Imagination, to devise a concept which allowed them to demonstrate the launch of their new energy efficient tyre. The brief was they wanted people to witness and also actually “feel” the difference between regular tyres and their energy efficient tyre.
Working closely with Imagination and TEAMcycles (WATTbike), we devised an engaging concept of a 2 player static bike race game around 2 laps of Shell Eco marathon circuit. One of the key requirements was to automatically adjust the bike resistance to demonstrate the feel of the lower resistance tyre.
The Shell Eco Marathon attracted over 20,000 visitors and the game was a popular attraction point with never more than a minute between each race. Michelin have since decided to roll the game out at further expo’s around the world as part of the launch of their new energy efficient tyre.