Big experiences in small packages.
Creating immersive theater that moves people like never before.
THE GOAL: To create a mobile experience that…
Authentically leverages the Cox partnership with the Drone Racing League (DRL) to position Cox’s heritage of internet leadership alongside an up-and-coming sport aligned with the top tier of speed and technology
Promotes the high-speed, wall-to-wall performance of Cox’s current offerings without being overly commercial or drawing a straight line to a specific product
Creates credible, emotionally charged connections with hard to win audiences -- from Millennial tech enthusiasts to streamers, gamers and business professionals of all ages, it had to hit home with anyone who values how technology can be used to give them the edge in performance
Is regionally scalable, and can be activated on-demand to attract crowds at indoor/outdoor events with footprints ranging from 10’x10’ to 40’x40’
Inspired by live race footage from actual DRL competitions, Next Marketing worked with Moondog Animation Studios and MediaMation Inc. to bring to life the DRL sponsorship with a two-minute thrill ride called the Cox Flight Speed 4D Experience.
Utilizing motion picture quality CGI and full motion seats, the 4D Experience took audiences on a virtual drone ride at “the speed of flight”. Next-Gen HTC Vive technology gave participants the sensation of being inside the cockpit of a Racer 3 quadcopter as drones twist, turn and accelerate through a simulated DRL course. At the same time, 4D theater seats rolled/pitched in sync with the VR, unleashing haptic feedback that immersed people in the high-speed intensity of competitive drone racing.
User data was collected from all participants via a digital waiver form that used a built-in pilot photo app to encourage online sharing. Select events also incorporated video interviews to capture consumer reactions.
THE RESULTS: With one team positioned on the West Coast and one in the East, the program fulfilled a roster of requests to appear at Comic Cons, corporate lobbies, tech conventions, concert arenas and sports venues. The cumulative metrics are confidential, but we can tell you the program averaged 30+participants per hour and generated 1000s of shared impressions each day. When asked if they had ever experienced anything like it before, the majority of guests commented that the reality of the simulation blew away anything they experienced previously - even at major theme parks.
ECD: Patrick Conreaux
Agency: Next Marketing
Content: Moondog Animation Studio
Technology: Media Mation
