Grow Interactive

While Olympic Gold Medalist Shaun White might know a thing or two about snowboarding, when it comes to driving, he's got a lot to learn. BFGoodrich set out to give Shaun's driving a performance upgrade, from educating him on the basics—like how to drive stick—on to expert techniques like high-speed drifting.

The Martin Agency asked us to help tell this story in an interactive video experience that follows Shaun's journey from green flag to checkered. The site features multiple chapters of video episodes, within which users can unlock content like exclusive videos, games and interactive experiences.

One of these discoverables, the “Thrill Ride”, combines data visualization and camera control to immerse users in a ride-along with Shaun. Leveraging real-time metrics captured during filming, users visualize Shaun's 600-HP Viper run by heart rate, g-Force and speed, and can also toggle between multiple camera angles.

Users can also learn more about BFGoodrich products via the Tire Selector and even purchase the same tires used to upgrade Shaun’s Lamborghini. The experience also offers unique sharing capabilities for episodes and unlocked content via Facebook and Twitter, and includes Facebook Integration that utilizes a “Like” as a gateway for visitors to access exclusive content.

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