Agency: Goodby, Silverstein & Partners
Client: Sprint
Delivered: Website, content widgets, live TV integration, digital campaign, Xbox integration
People don’t care about the speeds and feeds of mobile networks. They just want to connect to everything NOW. And no one wants now faster than NASCAR fans. So we took The Now Network to the track to create an online/mobile experience that let fans experience NASCAR in real time.
To keep up with the pace of live NASCAR events we created NOW widgets that measured everything from track temperatures to autographs signed. The widgets were then used to create the Sprint NASCAR website, mobile apps, race day TV integrations, banners and paid social media posts.
Our digital execution even worked its way into national TV broadcast by giving fans real-time stats during races. A sample of the live race widgets are the left and our campaign case study is on the right below.
After successfully integrating The Now Network with NASCAR, the creative leadership team at Goodby asked my team to integrate The Now Network into a completely different platform: Xbox. This required us to work directly with the Xbox dev team to rethink how the platform operated and measured gamer habits/gameplay. After some R&D meetings, we figured out a way to data mine the achievement tracking portion of the platform to create a functioning integration that could track zombies rising from the dead to the most popular controller button being pushed now.