Live camera pictures are expanded digitally to create a perfectly synched visitor experience that combines live action and virtual reality.

- Spidercam: a spidercam follows the moving cars, presenters and live musicians to deliver dynamic, up-close pictures of the live action. Since visitors already know the technology (and the resulting images) from broadcasts of shows and sports events, the elegant object reinforces the immediate sense of live atmosphere as it glides to and fro.

- Digital tracking: Resets are not an option at a trade show, so the conventional optical tracking system was replaced with digital tracking to make the system reliable enough for all-day operation. This prevented the constantly-changing lighting design and the 500m2 of LED panels from interfering with the camera as it moved through a 3D scan of the stage space.

- Real time: Unlike viewers at home, auto show visitors experience the on-stage activity and on-screen images simultaneously, so latency had to be eliminated. This tracking system is the first of its kind to resolve that issue too.

The constantly changing set design of the IAA production conveys the brand’s current dynamism in a tangible way. By extending the real-life stage set virtually, it brings the mega trend of digitalization to the visitor experience. Visitors are involved in the show in real time, becoming protagonists in a 3D production.

According to an independent survey from the GfK, an opinion research institute, the visitors in Frankfurt had a positive overall impression of the Mercedes-Benz presentation at the IAA 2015: More than 90 percent of the visitors rated the booth of Mercedes-Benz as "excellent" and "very good". Especially the stage production caused fascination: The visitors were enthusiastic about the virtual extension of the real-life stage set.