Case Study: SUBARU

The Challenge

While Subaru has been a dominant brand in stage rally for years, new forms of action-oriented motorsport — such as the Red Bull Global Rallycross — are rapidly growing in popularity.

As Subaru expanded into this new space, it needed to stand out from other manufacturers and better connect with its growing fan base. And it wanted to see measurable results from its brand marketing investment.

The Tactic

In just 10 weeks, Ubivue, in conjunction with partner Finwe, delivered the world’s first mobile 360-degree video-viewing app for motorsports. The app allows Subaru to engage with its thrill-hungry millennial fans by feeding them uniquely interactive video content between televised events.

The Subaru Motorsports app for iOS and Android gives fans a 360º view from inside and/or atop the race cars with the freedom to look all around at any point during the race — all from the screen of their mobile device. Another first was the addition of a VR viewing mode; users can insert their mobile device into a head-mounted display, such as Google Cardboard, for an immersive and hands-free experience. “It’s a game-changer in motorsports media,” says Rob Weir, Subaru Motorsports Marketing Manager. “And we’re excited to be leading the way.”

The Subaru Motorsports app hosts a wide range of content including articles, photography, videos — including the acclaimed Launch Control series — and a continually growing catalog of award-winning 360-degree videos captured during races. Ubivue-produced 360º videos allow viewers to sit alongside team drivers including action-sports stars Bucky Lasek and Travis Pastrana, and multiple championship winners David Higgins and Sverre Isachsen, during Red Bull Global Rallycross events and stage rallies all across the United States.

“Imagine sitting next to Bucky Lasek as he clears a jump at X Games, or peering over a cliff as David Higgins and Craig Drew carve through a rally stage,” says Weir. “It’s as close as you can get to riding in the car itself.”

The Result

Subaru fans love the Subaru Motorsports app — users open it an average of nine times per month — and since its launch in June 2014 it has continually ranked as one of the highest-rated motorsports-related apps while repeatedly eliciting rave reviews from users:

Totally awesome. This app is amazing. Love the 360-degree views. It literally is like you are there!!”

Wow! This app is a must have, whether you’re a rally fan or a die hard Subaru fan. The 360 feature blew my mind.”

360-degree video! This is by far the coolest technology I’ve seen in a long time! It’s like watching high-quality video games, but it’s reality. Flippin’ awesome!!”

I love it. The 360 mode lets you feel as if you are drivin’ the car with full control of the camera. Just perfect.”

Holy cow. The 360 view is the future, not just in racing but in technology. I am really impressed with Subaru being part of the bleed edge of technology on this one.”

Subaru Motorsports poster

Ubivue-produced 360º video content and the Subaru Motorsports app have been featured by dozens of media outlets including MashableGizmodo, CNET, and the app was short-listed for a 2014 Mobile Media Smarty award. Since launch, the functionality of the app has been expanded through extensive metrics and use of geo-specific push notifications allowing for relevant Subaru-related content to be pushed to fans, furthering engagement offline. A corollary benefit is the significantly reduced cost of printing and shipping direct mail while also engaging customers on a far more personal level.

Subaru Motorsports 360º video content isn’t restricted to just the app; videos have been used in VR experiences at national and international autoshows, showcased by Hulu in their new Gear VR app, and select videos have been posted on YouTube accumulating over a million unique views and several Telly Awards.

Want to learn more?

Contact us for details and to learn how Ubivue can produce spherical video solutions that put your audience in the moment and in control.