Partner Article

Newcastle digital agency creates Apple Watch app to be launched by Aston Martin Racing

Digital agency Orange Bus, headquartered in Newcastle, has created the first motor racing app for the new Apple Watch, which is set to be launched by Aston Martin Racing at Le Mans this weekend. (June 13th-14th).

Designed to make motorsport more accessible and bring fans closer to the action, the app launched on iOS and Android, will give fans a virtual on-track experience.

With live telemetry data providing minute-by-minute updates on car speed, gearing, RPM, track position, class ranking, throttle, brake pressure and laps times, the Apple Watch app provides fans with bite-size information including countdowns, race headlines, official timing data and Tweets from the Aston Martin Racing team.

Jeremy Scoones, head of commercial partnerships at Aston Martin Racing said “We believe motorsport should be accessible; we always involve our drivers in autograph sessions and allow fans to see inside our garage during pit walk sessions.

“We’ve also successfully used social media to connect with our fans but these apps goes one step further. They enable fans to get closer to our team, drivers and cars than ever before, viewing the information that they want, when they want it.”

John Shepherd, senior developer and lead on the project for Orange Bus, said: “Developing an app for the Apple Watch is completely different to a mobile app; it’s a whole new interface, a new way of engaging with content.

“You can’t just shrink the original app down and make it fit something smaller. The information needs to be bite-size, timely and contextually relevant. The best wearable apps will predict exactly what you’re interested in seeing, and then filter and present that content to you almost before you realise you need to see it.

“User interactions with wearables tend to last for only a few seconds; the challenge is to deliver meaningful, engaging, and relevant content and interaction within the timeframe of a brief glance.

“So, understanding motor racing fans, their behaviour and their journey through the experience is key to its success and it’s very exciting to see the reaction from fans at one of the most prestigious motor racing events in the world.”

Orange Bus, which employs a team of 50, expanded into London last year supplying digital products and services to large businesses such as Philips, NHS and Sage.

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