At the latest after the pandemic, a livestream is part of almost every analogue event. A transmission that merely reproduces the physical event one-to-one is usually no longer sufficient. So how can a streamed product presentation be enriched for digital viewers, for example? Mercedes-Benz tried this out with live augmented reality content as part of the IAA 2021. They were intended to offer the digital audience an exclusive and more attractive perspective.
At the Pre-Night as part of the IAA MOBILITY 2021, Mercedes-Benz presented four electric vehicles - with a live event and an associated livestream. However, the stream should not simply reproduce the analogue event. The aim was to create a special and unique perspective for the digital viewers.
OSK and Andree Verleger therefore developed their own 3D worlds for each of the four vehicles with the help of live augmented reality content. These were fed into the internet broadcast in real time, so that the physical set design was supplemented with digitally augmented 3D backdrops.