During TNT's race coverage of the NASCAR Sprint Cup Series and ESPN's nine Chase for the Sprint Cup Championship races, NASCAR.COM's RaceBuddy supplemented the on-air viewing experience with additional interactive content and live video. RaceBuddy featured an unprecedented ten live camera views including four in-car driver cameras, in-car audio so fans could listen to the favorite drivers interact with their crew chiefs and teams, and a real-time leaderboard. Additionally the race tracker component allowed fans to customize which drivers they wanted to follow. With DVR functionality for every available camera feed fans could rewind any part of the racing action and watch on demand highlights.
360° camera technology gave fans the ability to scan the pits with a unique panoramic view that they controlled.
Twitterverse was a unique visual display of Twitter activity of fans tweeting about NASCAR drivers and teams during a live race. The application was the first of its kind to chart real-time tweets, lap-by-lap, broken out by drivers. The simple and fun color spheres would scale up or down for each driver depending on activity any given minute. Fans could follow their favorite driver in context of each lap and know when their driver’s were trending in popularity. The application used a physics engine that displayed information in a dynamic way that rendered a unique visual layout for each fan that actually changed and moved by each fans own interaction with the tweet.
Rich-media ads were used to takeover NASCAR.COM to promote live coverage throughout the season. RaceBuddy brought online fans closer to the race than ever before.