GMC Rangeland Derby Virtual Reality Experience

Client

Momentum Worldwide

Completed

Ongoing from 2017 - 2018

Industry

Creative Agency

Brands & Retail

Location

Calgary Stampede Midway, Calgary, Alberta

the project

For the 2017 Calgary Stampede, we partnered with Momentum Worldwide and GMC Canada to create an unforgettable brand activation that combined traditional Stampede energy with cutting-edge tech. The goal was to bring the excitement of chuckwagon racing to life through an immersive, interactive VR experience — all while showcasing the GMC Sierra.

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Guests use VR headsets on custom GMC chuckwagon motion seats simulating a high-speed race.

Participants use VR headsets while riding custom GMC-branded chuckwagon motion seats simulating a race.

What We Did

The Solution

Our team fabricated custom chuckwagon seats rigged to bounce and move in sync with the VR experience, simulating the thrills of a real race. Using reins attached to virtual reality controllers, players “steered” their teams along a dynamic digital track, while the virtual GMC Sierra towed the wagon at full speed.

Branded environmental graphics and signage were printed and installed across this midway activation. Exhibit Studio also supplied rental displays from stage trusses and flooring to furniture, delivering a fully branded space. 2017 alone drew 5000 players, 6.8 million social media impressions, and 1.3 social media views.