BFGoodrich, The Martin Agency
Awesomecross was a first-of-its-kind experiment that tested the correlation between the performance technology of the new BFGoodrich COMP-2™ tire 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.
Deeplocal outfitted the drivers with an EEG headset that read electrical signals produced by their brain as they drove. We used this data to calculate the driver's mental state, such as calmness or attentiveness. As the driver tackled the course, this information was reported back in real-time to the audience on digitally-controlled displays and to the driver via an iPad in the car. After their run, drivers received a tire etched with a data visualization showing their change in mood over time during their run and in relation to specific course challenges such as high g turns and slaloms.
During Awesomecross, we also used an older analog display known as "flip-dots" to show the collected stats and emotive data. Flip-dots are circular discs that are white on one side and black on the other. When charged with an electric current, an electromagnetic coil flips the disk to display white. Deeplocal combined 1,400 flips dots to produce a large display that we custom-programmed and dynamically controlled with real-time data.