On Saturday, March 3, BFGoodrich Tires hosted 23 guests (including media and Shaun White) for a once in a lifetime experience – Awesomecross.
Awesomecross was a first-of-its-kind experiment that tested the correlation between the performance technology of the new BFGoodrich g-Force™ Sport COMP-2™ and the amount of fun drivers have behind the wheel. This next-level experience was set in an environment that was capable of tracking both tire performance and driver mood and expressing the connection between the two in real-time.
To help make the dream of Awesomecross a reality, BFGoodrich Tires and The Martin Agency sought out innovative partners to bring the story of Awesomecross to life. For Awesomecross, BFGoodrich Tires and The Martin Agency worked with Deeplocal for the in-depth data analysis to drive the lighting built by the Jason Bruges Studio.
Content was filmed and will be customized to each participant. A video chronicling all of Awesomecross will be online starting in April on the BFGoodrich YouTube channel. (http://www.youtube.com/user/BFGoodrich)
Laser Etched Tires
From start to finish, it was all about BFGoodrich tires. Awesomecross attendees received a laser-etched BFGoodrich tire with Awesomecross event details to usher their way into the coveted driving event. After each Awesomecross attendee finished their drive, the hand-etched tire was overlaid with another laser-etching with all pertinent driving information including mood, EEG, badges earned and highlights of their drive on the BFGoodrich g-Force Sport COMP-2 tire.
After checking in for the event, each driver was loaded into a darkened van where they were immersed with all that is BFGoodrich Awesomecross through an ominous VO for their ride. From there, drivers were dropped off at the driver evaluation tent where they started their evaluation with an in-depth questionnaire and then onto the gyroscope to measure their baseline EEG reaction to g-force.
Colors and Flashes on the Course
Each Awesomecross vehicle housed small lights in its wheel wells; the lights glowed red, with varying intensity depending on the g-force that the driver was experiencing. These tire lights indicated acceleration, braking, and left and right movement. Higher g-forces increased the intensity of the red light. The lights on each wheel were cued by an accelerometer in the trunk of the car that measured movement in four directions. Achievements, such as starting fast out of the gate or achieving high g-forces, were indicated by flashing red lights on the BFGoodrich g-Force Sport COMP-2 tires. Lights on vehicles that were waiting at the gate pulsed with white lights. The colors of the lights on the course also had significance. An arc of white lights greeted drivers before their run and red columns of lights displayed their g-force in real-time, with varying heights and degrees of red. On successive laps, an outline of lights indicated the driver’s previous lap performance with a thin red light, and invited drivers to push their performance higher.
Driving Achievements and Thresholds
The triggers and thresholds for the badges varied; most badges were tied to data that we collected on the course, while a few achievements were at the race director’s discretion. For example, the “speedy” badge was triggered for a speed threshold; “bonus lap” was achieved by thoroughly impressing the race director.
Facial Icons (samples included)
Drivers wore EEG headsets to measure the electricity in their brain. After analyzing an appropriate way to reflect the data collected, the team created mood icons to visualize that data. The nine mood icons each showed varying degrees of how focused vs. unfocused and calm vs. wild the drivers were at different times of their run. The mood icons with Xed out eyes all represented a driver whose mood was wild (the opposite of calm).
Mood icons were reflected on each driver’s etched tire that they received after their run, on a live race display and also displayed on an iPad in the driver’s car in real-time during their run.
Other Titles Earned During Awesomecross
Deeplocal (http://www.deeplocal.com) - DESIGN AND DEVELOPMENT FOR HUMANS AND MACHINES Deeplocal is a post-digital shop that helps brands create remarkable experiences that bridge the online and physical worlds.
Jason Bruges Studio (http://www.jasonbruges.com) Jason Bruges Studio in all its current work produces innovative installations, interventions and ground breaking works creating interactive spaces and surfaces that sit between the world of architecture, site speciﬁc installation art and interaction design.
Other relevant information
In late January, BFGoodrich Tires launched its new g-Force Sport COMP-2 tire into the marketplace. For more information about BFGoodrich and the g-Force Sport COMP-2, log onto www.bfgoodrichtires.com.
BFGoodrich’s experiment showed that tire performance affects drivers differently; however, whether calm but focused or nervous but excited, each driver had their own type of fun and the COMP-2 made that possible for everyone. Over the course of the experience, none of the drivers spun out—pretty amazing considering that only two out of 23 participants were professionals.
The nature of the displays that were used to visualize real-time data was also remarkable. The team collected data with an EEG headset, digitized that data, and then communicated it to our audience in a simple but visually-interesting analog flip dot display and a custom take-home physical BFGoodrich g-Force Sport COMP-2 tire etched with data visualizations for each driver.