Groove Jones created a VR experience for Comcast Xfinity that launched at the NASCAR Daytona 500. We take fans from their living room into a breathtaking, edge-of-your-seat ride and climactic pile-up on the track. Xfinity NASCAR is your one-stop for streaming live NASCAR Sprint Cup Series and NASCAR XFINITY Series races. The main driver, Xfinity, asks how close it is too close. The production was created using live-action 360º video captured on location in Orlando and high-end CG animation of a dramatic racer pileup on the track and putting fans in the passenger seat.
Groove Jones created a VR experience for Comcast Xfinity that launched at the NASCAR Daytona 500. We take fans from their living room into a breathtaking, edge-of-your-seat ride and climactic pile-up on the track. Xfinity NASCAR is your one-stop for streaming live NASCAR Sprint Cup Series and NASCAR XFINITY Series races. The main driver, Xfinity, asks how close it is too close. The production was created using live-action 360º video captured on location in Orlando and high-end CG animation of a dramatic racer pileup on the track and putting fans in the passenger seat. The entire 30-second pileup was created using computer graphics to achieve the dramatic car wreck at the end of the experience.
Below is an image showcasing the early CGI images. To the right are the final rendered images seen in stereoscopic VR. The experience launched at the Daytona 500. Groove Jones worked with GMR on the activation, which can be seen at NASCAR races nationwide.
For the initial launch, custom-branded Google Cardboard viewers were distributed. Part of the digital strategy leveraged 4K VR videos across online and mobile partners.
Checkout the 360º Experience
NASCAR and VR
NASCAR fans can get a little closer to the action this season thanks to the Xfinity Virtual Reality Experience. Having made its debut at Daytona the Xfinity Virtual Reality Experience simulates an on-track experience for users. “Xfinity created this virtual reality experience as another way to bring fans closer to NASCAR than anyone else,” said Matt Lederer executive director of sports marketing at Comcast. “Since the beginning of our partnership with NASCAR, we have prioritized bringing new and exciting features to the fans. The introduction of the NASCAR enhancements to the X1 Sports app for those at home and the redesigned Xfinity Zone fan interactive area at the track, complete with this virtual reality experience, lead the charge of fan-focused updates for 2016.”
Groove Jones worked within our budget constraints and produced a great film. The portion of the video they recreated is indistinguishable from the filmed segments. They made everything look as real as possible. Overall, the project received 12 million earned media impressions.”
Catherine Huffman
Marketing Communications
Comcast
Fans and Drivers Like VR
Several XFINITY Series drivers, including Darrell Wallace Jr., Erik Jones, and Brendan Gaughan, tested the experience. Wallace was impressed. “After trying out Xfinity’s Virtual Reality Experience, I was blown away by how close you are to the action,” Wallace said. “As a driver who experiences that environment each weekend, it was surreal for me, so I know that our fans will love it. Xfinity X1 is changing the way fans experience NASCAR, and I think this Virtual Reality Experience is a great extension of that.”
The live-action team captures 360 content on the vehicles, in the pitstop area, in the winner’s circle, and inside the race cars.
CGI Breakdown of the Climatic Crash
The Groove Jones team created the climatic multiple-car crash pile-up at the end of the race. Viewers sat in the front seat, where they saw all the action.
The CGI was realistic enough that viewers were encouraged to take their headsets off if it became too intense, and the professional drivers were shocked at how close it was to the real thing.
