Reinventing the motorsports fan experience with live 360 video and interactive virtual reality
From Netflix to IGTV to video game consoles, the way we consume media has radically shifted in the past decade, a trend wreaking havoc on industries unwilling to adapt. Live sporting events once drew some of the largest TV viewership numbers in history, but have been slowly dwindling as audiences find entertainment elsewhere. We partnered with IMG and the World Rallycross racing series to bring a much-needed shift in the way fans experience the world of motorsports.
Goal
Envision a completely new fan experience for rallycross enthusiasts and the motorsports industry as a whole.
Action
Develop a spec project demonstrating the legitimacy of the concept and its ability to be executed.
Outcome
The world’s first virtual reality experience that allows fans to ride ‘on-board’ during live racing events.
Why 360 Video?
360 video gives viewers the ability to ‘be in a place’ that otherwise might be difficult to get to, dangerous, or in this case, only available to a select few in the world. By leveraging 360 video to place racing fans ‘in the car’ during a live competitive racing event, we were able to give users an experience that would otherwise only be available to racing drivers.
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Interactive Storytelling
Creative Direction
CM&D worked with a team at IMG to reimagine what a completely new motorsports fan experience would look like through the lens of a virtual reality headset. Live racing was a must, but what else? The final project included full-scale dynamic race car models, in-depth driver analysis and interactive track maps.
Experience Design
In order to demonstrate the concepts full potential, CM&D worked to layout and design each detail of the experience including car data overlays (speed, RPM, gear, etc.), real-time track positions, in-car selection, race timers, in-depth driver analysis and included ample opportunities for in-app branding partnerships.
Immersive Development
360 Video Production
Filming 360 video inside a car is tough enough (there are some technical issues stitching 360 video filmed in close quarters) not to mention the challenges that arise when a car is exceeding 120 mph, flying through the air off of 70’+ jumps and bumping into other racers! CM&D worked closely with the leading World Rallycross team to design and develop a custom 360 video rig and support gear that was up to the task. CM&D proved the solution successful by filming multiple 8k 360 video clips during live racing sessions.
Virtual Reality Development
Live 360 video was just the beginning of our new take on motorsports. CM&D also worked to design a VR application that hosted the live 360 racing footage, in addition to supporting full-scale dynamic race car models, in-depth driver analysis and interactive track maps. The final app was designed to work on all major VR headset platforms including Oculus GO, Oculus Rift and HTV Vive.
Engagement
Distribution Strategy & Development
Sharing 360 video and VR content can be a challenge without a robust plan. CM&D designed a comprehensive distribution strategy for the final experience that included all major VR platforms, a fully interactive mobile application, a web streaming integration and on-site event activation opportunities for fans present at races. A complete solution indeed.
An Award-Winning VR Event Activation
