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McDonald’s Pit Crew Challenge Puts Visitors Into the High Octane World of NASCAR

Global companies have found that utilising virtual reality (VR) for marketing purposes has proved to be popular running multiple campaigns. Earlier this year VRFocus reported on fast food chain McDonalds enlisting the help of make[REAL] for a VR experience that would go on tour with its Follow Our Foodsteps roadshow. Now the company has created a NASCAR videogame, McDonald’s Pit Crew Challenge.

Made by NEXT/NOW, the experience uses a HTC Vive to transport users to a NASCAR pit stop where a digitized Jamie McMurray, driver of the McDonald’s #1 Chevy SS, challenges them to change the driver’s side tires in a race against time.

McDonald's Pit Crew Challenge

“We knew we wanted to move beyond the basic driving experience, so after coming up with our idea for the McDonald’s Pit Crew Challenge, we needed to work with a team that could bring the concept to life in the way we imagined, and this group delivered,” said Douglas Freeland, McDonald’s U.S. Director of Sports and Entertainment Alliances. “Putting the user on the track as a pit crew member creates an unmatched, one-of-a-kind VR experience and we could not be happier with the results!”

“VR experiences really shine when they allow the user to take part in an experience they could never hope to have in the real-world,” explains NEXT/NOW founder Alan Hughes. “Being a part of the McDonald’s world-class NASCAR crew is over-the-top exciting and unforgettable. We worked to capture every detail to make this as real as possible – even down to recording sound effects from the actual racecar and pit stop. Our animation team utilized Hollywood-level motion capture to create real-world animations of virtual pit crew members.”

The McDonald’s Pit Crew Challenge is available to attendees going to this year’s NASCAR Sprint Cup series. VRFocus will continue its coverage of McDonalds using VR, reporting back with any further announcements.