The advertising agency, Muhtayzik Hoffer (MTZH), came to Tencue to help leverage the Twitch gaming platform and prominent influencers to reach its millions of subscribers by live streaming a virtual race on Xbox to run concurrent with Le Mans.
We converted a raw garage adjacent to a co-working space with upgraded power and internet to support 12 separate driving stations. All were linked into a single game engine to drive models of Audi cars on the same course. Three were also connected to Twitch and outfitted with cameras for the teams of influencers.
In three-person teams, 27 pro drivers and 9 influencers raced for 24 hours, matching the course and even the weather patterns of the live Le Mans. We switched between camera angles pulled from the game to create a livestream which simulated a broadcast feed. Live commentators and the Twitch influencers interacted with their fans throughout.
The race brought in over 11 million viewers, greatly exceeding Audi’s expectations.