To add even more excitement to the World Cup and fuel our tech-curious side, LOLA lab created an experiment that uses Twitter hashflags to move scaletrix race cars in real time. #WorldCupRace shows how the digital world can directly affect the off-line world and proves that joining in on existing conversations fuels trending topics and drives traffic.
We took a scalectrix track and using an arduino (an open-source platform used for building electronics projects) we connected the movement of the race cars in real time with the country hashflags being tweeted on Twitter at any given moment: #FRA #ARG #ESP #GER #MEX #BRA #NED #URU #ENG for example.
Each hashflag mentioned moves the corresponding car which advances a fixed amount of distance on the track. To see who is winning the race, we installed a digital lap counter. In addition, you can see the cars race via live streaming with our two strategically placed webcams. Each race starts an hour before the match starts and continues throughout the game.