While Chase Elliot’s overtime restart win in Dover on Sunday pushed NASCAR closer to crowning the 2018 Monster Energy NASCAR Cup Series Champion, the auto-racing giant’s always progressive and innovative Digital Media division is continuing to stretch out on the cutting edge of fan engagement.
For this year’s playoffs, NASCAR Digital Media has enhanced the NASCAR Mobile App with a new augmented-reality (AR) feature that also includes interactive 360-degree video. The feature is currently available on all AR-capable iOS and Android mobile devices and is made possible through a corporate sponsorship by Coca-Cola.
“NASCAR is always looking for unique ways to engage fans and bring them closer to the sport, especially during the most exciting time in our season,” says Tim Clark, VP, NASCAR Digital Media. “Together with Coca-Cola, we’re inviting fans to step right into the NASCAR Playoffs and experience the action, pageantry, and emotion like never before.”
The AR experience first instructs users to hold up their phone in front of them as if they were taking a photo. The technology is then able to scan the environment, paving the way for the AR content to be dropped into place. Within the app, the AR is branded as a giant Coke can is imposed into the environment and serves as the “doorway” to exclusive content, including 360-degree video.
According to NASCAR, new content will continue to be acquired, edited, and posted to the app throughout the duration of the playoffs.