Broadcast Technology : Technical Direction : Experience Design : Media : Mobile
Champ Car World Series
Background
The international formula racing organization, Champ Car World Series, had a need to bring its story to a newly defined audience and New York City was to be the launching point of the new racing season.
Objective
- 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 name 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 creating 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, three networks and three multi-language delivery formats (two high definition, one standard definition) for Spike TV and HDNet plus world-feed.
- Who?Champ Car World Series Broadcast
- What?Broadcast interactive technology platform, digital communications, and augmented reality
- Why?To bring an innovative racing experiece to fans and develop a larger fan and sponsor base
Who we are
Human Condition advises some of the largest organizations, funders, and emerging startups globally. From working with the Bill & Melinda Gates foundation on a global communications strategy to developing the world's first heart failure simulator for Astra Zeneca, we have a talent base that has found ways to break through laborious processes extremely quickly and eliminate challenges large organizations face. We want to translate that knowledge to startups and young companies.
Our focus is speed to market, to first major client, to next round of capital. Depending on the need, our roster of serial entrepreneurs, consultants, investors, technologists, lawyers, accountants, and designers can fit any need. On top of which, we are recognized in both the City and State of New York as a:
- Qualified Emerging Technology Company
- Emerging NYC Biotechnology Company
- Empire Zone Certified Company
As New Yorkers and entrepreneurs, we are a part of the rapid growth of the NYC entrepreneurial community. Our mission is to equip startups with funds, resources, talent, and knowledge more efficiently than any other organization. We know the nature of developing a business in this city and speed is foremost the differentiating factor. We live that pace. We've learned how to do the most with the least amount of time and want to help others do the same.
