ŠKODA employs eye-tracking tech in creative first

ŠKODA has launched an interactive online experience called ‘Fight for Attention’ – for the new third-generation Fabia car – using pupil eye-tracking in a creative first.

The campaign, by creative agency 18 Feet & Rising, is the first advertising creative to use pupil eye-tracking technology, measuring and displaying the results of the user’s interaction with the film in real time.

The user experience starts with the calibration of the user’s pupil movement with the computer’s webcam. A 90” split-screen film follows, featuring two Fabias racing through a number of locations, fighting for the user’s attention.

At the end of the race, the eye-tracking allows the site to calculate which Fabia stole most attention during the race, work out what they saw and missed, then create a personalised infographics of the eye movement and unique viewing statistics.

Users can share all of this to their social media channels and have the option to book a test drive with a local dealer.

Andrew Barnard, Business Director, 18 Feet & Rising said: “Genuine innovation is about overcoming the unforeseen and delivering a new experience; this campaign lives up to that, and then some. The end result reflects the combined ŠKODA/ 18 Feet & Rising ambition to continue redefining the brand by creating unexpected experiences for the consumer.”