Case Study: Racing Fan Fest
Swarm Inc.
Wynwood, FL
The Formula1 Miami Grand Prix was coming, and Swarm was organizing the largest watch party in Miami at the Wynwood Marketplace. Swarm was looking for an anchor attraction at the main stage to create a unique experience for visitors.
We were asked to come up with a concept unlike what has been done before, while keeping in mind the skill level of the typical attendee. We wanted there to be a competitive aspect to the activation while still keeping it fun and enjoyable. The answer involved an array of simulators, an easy-to-drive configuration and a 20 foot LED screen.
The final production included six racing simulators, a 36 foot wide stage, 10,000 watt sound system, club lighting, fog and haze effects, a live DJ, and a live race announcer.
Participants were excited to drive on a simulator on the big stage with their performance on display on the giant LED screen in a club-like environment.
The four-day event hosted over 40,000 race fans. The activation caught the attention of several social influencers, Us Weekly magazine, and Deco Drive. In all, over 100,000 social media impressions were received.
