People usually let the type of music determine their driving style. And that’s the widespread understanding. However in a new VW Golf GTI campaign, Volkswagen flipped this notation. How about an application that determines the kind of music played based on individual driving behaviour? That’s what the new Volkswagen Golf GTI’s “Play the Road” campaign is about.

The german automobile manufacturer designed an iOS app in collaboration with Underworld that tracks the driver’s unique driving movements, location and speed. This is smartly done through a combination of GPS, gyroscope and accelerometer within the device, after which, the data is calculated to play the relevant type of music. How is it being done? Following is a description from the Volkswagen website to explain the science behind this app:

“Using the musical program language PD (Pure Data) the music and data were brought together. Different musical motifs were attached to different data streams, so the cars movements or locations would trigger and effect the music live.”

The car becomes the instrument, the driver the musician. Quite an impressive concept supported by a great campaign sloganDriving Music Re-invented

[via DesignTaxi]




I’m a marketing strategist by day. Marketing and strategy are 2 things that I enjoy because they give me the chance to do what I do best: think, identify opportunities, and connect the dots. By night, I love to inspire people to think big. I truly believe and advocate that every individual has the potential to go beyond what he or she thinks they’re capable of.

Write A Comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.