It’s one thing to make a video. It’s another to get the views. It’s harder if you’re a corporate entity pushing a product message. “Infomercial!”, you viewers scream. “Sellout!”, is usually next. But, Castrol got 4.6MM views within the 1st 30 days. Here’s the video and here’s how.
THE VIDEO - Castrol EDGE premiered its latest Titanium Trial driving challenge, featuring Formula Drift professional Matt Powers driving his Roush Stage 3 Mustang........... wearing a state-of-the-art Oculus Rift Development Kit 2 headset - BLIND to the real world around him, fully-immersed in a driver’s dream 3D virtual world.
In a global-media 1st, Castrol EDGE fused video game technology with real world driving, using a modified new-gen Mustang and Oculus Rift VR technology.
All in real-time and not ‘faked’ in video post-production.
The mind-blowing landscape of falling boulders, crumbling track, tunnels, sheer cliff drops and even a cameo virtual appearance from another racing icon gave Matt Powers the challenges that drove his driving reactions.
THE CREATORS - Technologists, Adam Amaral and Glenn Snyder, developed the all-new technology behind the trial. Extracting data from the car’s internal diagnostics (OBD2 data) and exterior positional tracking systems (GPS and inertial measurement), Amaral / Snyder were able to sync the data with Power’s Oculus Rift DK2 helmet, making a previously stationary experience, now a mobile, moving vehicle phenomenom.
For the first time ever, the team turned a real car into a giant game controller, allowing Powers to drive a virtual world through his helmet as he powered around in the real world.
Everything from steering angle and wheel spin, to dynamic damping and throttle position was tracked, allowing for vehicle simulation with near perfect virtual-world accuracy.
Oculus Rift DK2 updated the date 75 times a second.
To do that, new technology was needed to match or exceed that rate to give Powers a seamless driving experience.
It all worked.
THE SOCIAL MARKETING - Castrol got the video in front of your eyes, the traditional way - If ‘traditional’ means the Millenial way! Pulling all the current-gen triggers.
But, business is business and maybe they will keep the facts ‘close to their vest’.
* That said, I’m sure if Castrol wants to share more of their digital marketing success secrets, they’ll post in the comments below.
THE BUSINESS - This Matt Powers / Oculus Rift Virtual Drift video is the latest part of Castrol EDGE’s Titanium Trials, a series of high-powered challenges that bring man and machine together to push performance boundaries.
* And to promote Castrol EDGE boosted with Titanium FST™ – Castrol’s most technologically advanced and strongest oil to date.
THE FUTURE - Now, what if we used this video / sim / technology and some open paved runways to create and drive an Oculus Rift NYC Grand Prix?
Take that, the other Leo and Bernie!