Richard Childress Racing
May 1, 2013
Budweiser Launches New Interactive Racing App Featuring Kevin Harvick
BUD 360° App Puts Fans in the No. 29 Budweiser Chevrolet SS with Harvick at the Wheel
ST. LOUIS (May 1, 2013) – Budweiser is giving consumers a whole new look at what it’s like to hit speeds of 190 mph in the No. 29 Budweiser Chevrolet SS with the interactive BUD 360° app.
The King of Beers’ innovative new app utilizes surround video technology to provide users with a 360-degree look inside Kevin Harvick’s NASCAR Sprint Cup Series ride as the driver completes several laps at Charlotte Motor Speedway. While Harvick controls the wheel, the consumer controls the view, allowing them to experience the sensation of speed in never-before-seen angles.
"The BUD 360 app is a new and innovative way to engage with consumers,” said Blaise D'Sylva, vice president of media, sports & entertainment for Anheuser-Busch. “The app gives fans an unprecedented look inside the No. 29 Budweiser Chevrolet and allows them to control the view of racing at 190 mph in a way that's never been possible before."
The proprietary surround video technology utilized footage from five independent sources that is
combined together into one video. Special rigs were designed in conjunction with the Richard Childress Racing team to install the system both inside and outside of the new Gen 6 Chevrolet SS for the shoot.
“This is definitely something that’s cutting edge,” Harvick said of the BUD 360° app. “We ran some pretty fast laps at Charlotte and were able to provide an experience like the fans have never seen before. You can look at my feet, my hands, the back of the car, the right side and the left side. It’s those unique views that you normally don’t get to see when we’re going around the race track. It’s a very cool app that’s different from anything that’s ever been done before in our sport.”
The resulting content is available for free in the Apple App Store for both iPhone and iPad users. The Budweiser Racing 360° videos are also accessible on desktop computers at www.budweiser.com.