Guided by the purpose of “accelerating sustainable human progression through the power of electric racing,” Formula E embodies a commitment to both competitive excellence and the advancement of electric vehicle technology.
Context: Paving the road for a more sustainable future
Formula E is a leading organization in the realm of motorsport, distinguished by its dedication to electric racing and sustainability. Its mission “to be the fastest accelerating sport on the planet” guides its initiatives and innovations, with the organization serving as a platform for advancing the future of electric road vehicles through rigorous testing and the development of new electric technologies.
A cornerstone of Formula E’s approach to all its goals is to foster a deep and meaningful connection between the sport and its fans, as fan engagement is crucial for cultivating fan growth and sustaining the vibrancy of the sport. To enhance this connection, Formula E hosts a Fan Village at each race, providing an interactive environment designed to immerse attendees in the Formula E experience and allow them to feel as though they are part of the action on the track.
Challenge: Bringing fans closer to Formula E
In preparation for their race in London, England, the Formula E team faced the challenge of finding a large-scale activation that would create a memorable and immersive experience for fans and deepen their connection to the sport.
Unlike traditional sports—where fans can participate in related skill-based activities—motorsport has inherent barriers for fan participation. Putting fans in the driver’s seat is not feasible due to safety and logistical constraints, not to mention because of the price of motorsport equipment. This is why their goal was to enhance the Fan Village at each race, ensuring that attendees felt engaged and captivated by the excitement of electric racing.
Technical limitations further compounded this challenge. While they knew simulators were the pinnacle of motorsport engagement for fans, Formula E needed an innovative approach that would leverage the technology in a way that could handle the high throughput of live motorsport events.
Solution: D-BOX Motion Zone
The D-BOX Motion Zone emerged as the ideal solution to elevate the fan experience at Formula E’s events.
A Motion Zone—which is essentially a small, pop-up style cinema that features seats powered by D-BOX's motion technology—provided an innovative way for fans to engage with the sport, as it allowed attendees to feel what it's like to get behind the wheel of a race car without actually getting close to one. By playing real footage of a race—or by having someone racing on a sim racing rig in real-time, with the race being watched on the big screen—and sending D-BOX hand-coded movements, vibrations and textures to the seats, attendees were able to feel the exhilaration of the race in a fun and approachable way. Plus, since D-BOX is the exclusive official supplier of haptic systems of the FIA, they knew they were getting the most authentic experience there is.
The idea for the Motion Zone stemmed from initial conversations with D-BOX, inspired by their successful implementation other motorsport-themed entertainment venue in London. While Formula E’s initial idea was to be focused on their Gaming Arena, they decided alongside D-BOX and their Event Experience team that the full Motion Zone was the way to go. With the Motion Zone being a fully plug-and-play solution, Formula E claimed that “the hardest part was finding the right footage to give the fans the best experience and feel every close call or shunt!”
Results: An activation worth raving about
The D-BOX Motion Zone proved to be a significant success at the London E-Prix, establishing itself as one of the most popular attractions within the Fan Village, alongside staple activities like the Gaming Arena and the Fan Village stage. Fans were eager to experience the unique offering, with many rating their time in the Motion Zone highly and recommending it to others. The activation consistently drew attention, with queues forming throughout the event, though wait times were manageable due to the efficient flow capacity of the setup.
One of the standout features of the Motion Zone was the immersive nature of the D-BOX motion technology. Not only did it let fans feel the powerful impacts and intense acceleration associated with Formula E cars, but it also conveyed subtler sensations, such as shifts in g-forces during braking and the distinct "floaty" feeling when changing directions. The use of authentic race footage added an extra layer of realism, allowing attendees to experience exactly what drivers felt during key moments on the track.
The Motion Zone became a talking point at the event, with many attendees leaving the experience excited and sparking curiosity in those waiting. This anticipation contributed to its reputation as the top-performing new addition, as well as underscoring its seamless operation.
The London E-Prix served as a proof of concept for the D-BOX Motion Zone, demonstrating its potential as a powerful tool to engage with their fans—which is exactly what they had set out to do.
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