Real-Life Mario Kart at SXSW
Penzoil and Nintendo, along with JWT Atlanta, created a real-life experience at SXSW inspired by the popular MarioKart video game. Just like the game, power ups along the raceway allow you to get a speed boost (or even slow you down). The system runs on RFID tags and sensors. Each driver gets an RFID wristband and the cars have tags in them as well. Sensors along the track can tell when you've run over the power ups and act accordingly.