Gen City Labs designed a Race Car Configurator App that let fans digitally build and personalize their own high-performance cars. At racing events, guests chose models, colors, decals, and performance features. As a result, their designs came to life instantly on screen.
Branded Engagement
Fans saved and shared their creations as branded digital souvenirs. In addition, the app generated buzz around the client’s sponsorship. This type of personalization also amplified fan connection to the race itself. Similar co-creation appears in our Nike Kyrie Configurator project.
Trends in Sponsorship
The configurator reflected a growing trend in sports and automotive partnerships. By letting fans co-create, brands turn passive spectators into active participants. For more insights on racing engagement, explore Motorsport.com coverage of fan experiences.
FAQs
Q: What is the Race Car Configurator App? A: An interactive tool where fans design their own cars at a live event.
Q: What could fans change? A: Models, colors, decals, and performance features.
Q: How did they use their cars? A: Guests saved, shared, and took home branded digital images.
Credits
Gen City Labs implemented the UI Design and Technology Integration on this project.
This app was our first experience that required a 3d customization component. Unity 3D allowed us to quickly build and prototype the app. The sponsorship decals for customization were limited to hotspots on the car to ensure that they would be readable. Initially there were only a few variations of accessories but we expanded them to include more fun options for attendees. Working with 3D on mobile proved to be more limiting than Desktop but we were able to overcome a lot of obstacles by baking in effects like lighting, shadows, and reflections.
