GMC "Rangeland Derby VR"

Brand experience agency Momentum Worldwide and multi-platform creative studio Flight School have developed a multi-player VR experience for truck manufacturer GMC celebrating the latter’s longstanding relationship with the Calgary Stampede, a ten-day rodeo, and offering a new twist on a marquis event: Chuckwagon racing.

And because most of the anticipated 1.3 million attendees don’t get a chance to race chuckwagons in real life, Momentum and Flight School created the GMC Rangeland Derby VR experience. In it, Calgary Stampede visitors race around a CGI replica of the legendary track, which is also known as the Half Mile of Hell, but instead of horses, they “harness the power of a GMC Sierra 2500 pickup” and Oculus Rift.