Farmer's Insurance: NASCAR Tour

Traveling Tour Digital Activations

Exhibit Activation

Farmer’s Insurance sponsors one of NASCAR’s biggest drivers, number 5, Kasey Kahne. The Farmers Insurance Performance Racing institute offers his fans an interactive exploration of what goes in to a successful day at the track. For a traveling roadshow that reaches more than 15 million visitors a year, NEXT/NOW created a complete suite of digital activation stations, as well as an overall iPad-based visitor registration system. The Autolab utilizes iPad tablets alongside mounted multi-touch screens enabling users to explore various technical points upon a virtual Number 5 car. At the Pit Crew Challenge, guests try their hand at a simulated tire change, complete with photo capture functionality, allowing sharing of the experience through social media channels. While at the Reaction Time Game, users put their hand-eye coordination to the test through touch-screen technology as they compete for the highest score and potential prize winnings. The iPad-based registration system enables attendees to later access summaries of their day at the Institute, as well as entry into an automated sweepstakes drawing. At the end of the institute, the applications were repurposed and displayed on the Farmers Insurance Performance Racing website. Design/Programming/Implementation: NEXT/NOW Client: Farmer’s Racing Agency: JMI