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DISTRO 03.08.13 THE RACING LINE: EXPLORING NASCAR’S TECHNOLOGICAL DICHOTOMY
TESFA LEE
FRONT TIRE CARRIER
FOR TREVOR BAYNE
LIGHTER WHEELS
AND MORE CAMERAS
IN THE PITS
“Carbon fiber wheels
would be something,
wouldn’t they? More
pit-crew cameras would
be great, too.”
but here it certainly gives another way to appreciate the
pitch of these tracks.
If that’s not enough, NASCAR has your second-screen
experience covered too. The NASCAR Mobile ‘13 app for
iOS and Android gives you news and video highlights
for free, but pay $24.99 and you’ll get live timing data
streamed to your tablet, plus radio chatter and in-car
camera angles. Then there’s the NASCAR RaceView Mobile
‘13 app, which, for $39.99 per season, gives you a 3D look
at the race as it happens from any angle — so long as you
don’t mind PS2-era graphics. And, if you actually go to the
race, you can use a handheld device from a company called
FanVision to get in-car views from any of about a dozen
cars plus radio chatter and enough timing data to satisfy
an army of gearhead statisticians.
While other global forms of motorsport have similar
offerings, no single body brings them together as well as
NASCAR, something Scott Speed, driver of the #95 Ford
(and former F1 pilot), elevates to a level of national pride.
“It’s an American sport. It’s America,” Speed said. “Everything
we do that’s media-related is better. Our sport has
a better show, no question; it’s infinitely more entertaining
[than F1]... That’s our country. That’s what we’re good at.”
And there’s more to come. At Qualcomm’s star-studded
CES event, we got a glimpse into an even brighter
second-screen future, with multiple camera angles, selectable
from a smart TV, and alternative views of the action
pushed directly to a tablet.
NASCAR, then, has the second-screen experience covered
more comprehensively than any other motorsport,
but Marc Jenkins, NASCAR’s vice president of digital media,
made it very clear this is all designed to complement,
and not replace, the on-air presentation provided by
broadcast partners like Fox.
“Our primary goal is driving engagement around the
sport and broadcast ratings,” Jenkins said. “That’s key for
us, and that’s why you’ll see the free versions of the apps
are very robust.”
And then there’s the company’s social presence. After