Project Challenge
This year 103,219 people attended the Super Bowl in Dallas, only 766 short of the all time Super Bowl record. NASCAR will host at least nine races this season with higher attendance than that, including this year's Daytona 500 which drew over 180,000 people.
Capture and visualize the social conversation around Fox NASCAR broadcasts for fans, while creating value for a Fox sponsor.
Project Detail
Fox sought to create a social media based second screen experience where NASCAR fans could come to view the social conversation around the drivers in the Daytona 500. The pit crews of each driver’s team contribute to the conversation via Twitter, providing updates on the conversation between the crew and the driver.
Omnigon Value
Omnigon built a platform that aggregates the stream of social data and visualizes the difference between fan input and official team input. Each driver’s image has been placed into a tree-map, a large visual grid of images, and the images are programmed to grow and shrink as the conversation about each driver ebbs and flows.
Clicking on one of the driver images, reveals the stream of social conversation about the driver, and provides fans with a way to login and contribute to that conversation right from the visualization. The environment gives fans an easy way to watch who was trending on the social web, while enjoying the Fox broadcast. It also provides Fox’s sponsor, Pizza Hut, with an own-able digital asset that connects directly to NASCAR fans.
