In this award-winning brand Virtual Reality activation, McDonald’s tapped NEXT/NOW to create a brand virtual reality sports experience for the hundreds of thousands of NASCAR fans during the Sprint Cup Series. Fans put on the headset and were transported into the excitement of a virtual NASCAR pit stop where Jamie McMurray, driver of the McDonald’s #1 Car, instructed them to become part of the team by changing the driver’s side tires in a race against time.
For additional realism, NEXT/NOW used Hollywood-level motion capture, a video shoot of Jamie McMurray, and recording of actual sound effects from a real-life pit stop.
