Champ Car World Series

Background

The Champ Car World Series an international formula racing organization had a need to bring its story to a newly defined audience. New York City was to be the launching point of the new racing season.

Objectives

• To bring Champ Car racing to a NYC audience
• To engage fans and collect data
• To use the experience as a backdrop for the TV ad campaign for SpikeTV, Speed and HDNet
• Design the HD Broadcast system for global telecast

Solution

An experience was developed to immerse Times Square visitors with all things Champ Car. A 700HP Champ Car raced past fans down Broadway and selected visitors were given the ride of their life through midtown Manhattan. 

A racing game displayed on some of the world’s largest digital screens allowed visitors to race Champ Cars against each other from the street using their mobile phones. This was all synchronized to integrate the selected driver’s names and stats into the existing large screen media in real time, delivering a powerful and  personalized experience to players.

People were seen playing in office windows and throughout the streets and sidewalks surrounding Times Square. This game was developed in a number of days and synchronized with other Champ Car-branded media crating a dramatic real-life background to the TV spots that were being filmed on location. All player data was captured and used for providing race alerts and co-branded promotions throughout the season.

This total brand immersion helped build a new audience and gave fans the most customized and personal Champ Car experience they could have off the track.

In addition we designed the HD broadcast system that produced the 12 races on location, 32 cameras, 3 networks and 3 multi language delivery formats (2 High Definition, 1 Standard Definition) for Spike TV, and HDNet plus world feed.