“The first-ever gamified multi-player VR experience puts players in the midst of a traditional chuckwagon race”

The 2017 Calgary Stampede will play host for the first time ever, to a unique gamified multi-player VR experience created by Momentum Worldwide and Flight School. The GMC Rangeland Derby VR experience is a must-see attraction at this year’s festival.

Throughout the duration of the festival, thousands of visitors will have the chance to experience a real live chuckwagon race through a technologically advanced VR experience, that allows a multi-player unified race to simulate what it is like to actually be in the driver’s seat.

“The Calgary Stampede is widely recognized as The Greatest Outdoor Show on Earth and we wanted to create something that made it even better for consumers”, said Laura Denham, VP and Head of Production for Canada, Momentum Worldwide. “The GMC Rangeland Derby VR is a professional grade experience powered by leading edge technology that only GMC could offer. It’s exciting, immersive and lets you experience VR in a completely new way at the Stampede. This brand activation does exactly what it’s supposed to do: puts players right in the middle of the action!”

The fully-integrated, immersive VR experience was developed in partnership by Momentum Worldwide and Flight School for GMC to celebrate the brand’s long-standing 31-year partnership with the Calgary Stampede. From July 7-16, 2017, visitors at the Stampede will have the chance to race around the legendary Half Mile of Hell, while harnessing the power of a GMC Sierra 2500 pickup truck. Offering a new twist on chuckwagon racing, this active, gamified VR experience allows up to four players to compete against each other in real-time while leveraging the powerful engine of the GMC Sierra, rather than traditional horses. Fans are invited to catch the action and share their experiences on social with #LIKEAPRO.

“North American teams in Canada and the US have been working to bring this GMC Rangeland Derby VR experience to life for months,” shared Jason Alan Snyder, Global CTO, Momentum Worldwide. ‘Truckwagon’ strikes the perfect balance of realism and fantasy, paired with a superb technical, graphical and audio execution. It’s an exciting, immersive experience that was formulated to bring fans as close as possible to the deepest and most authentic aspects of GMC and their sponsorship of the Calgary Stampede.”

A live host will be on-site at the Stampede to call the races, which will be amplified by in-game host and iconic Track Announcer, Les McIntyre. McIntyre will provide in-game instructions and help users get acquainted with their ‘truckwagon.’ A first of its kind for GMC and the Calgary Stampede, this multi-player VR experience will transport consumers into the world of the Rangeland Derby, and the energy that surrounds it.

“Momentum and Flight School have established a solid history of tight partnership in bringing cutting edge experiences to life”, said Taylor Williams, Executive Producer, Flight School. “I’m proud of how our artists, developers and engineers worked together once again to push boundaries in creating something that is visually stunning and, more importantly, a whole lot of fun to play.​”

The GMC Rangeland Derby VR activation is a free of charge consumer experience, and is located at the north end of the Calgary Stampede fairgrounds, from July 7-16, 2017.


It’s not about what brands say. It’s what they do that matters. Our job is to create meaning and connections for the best brands in the world. Part of the Interpublic Group of Companies (NYSE:IPG), Momentum operates in over 50 countries for partners including Coca-Cola, Verizon, Mondelez, Microsoft, Nike, SAP, General Motors and many more. Momentum delivers total brand experiences for our clients, guided by the belief that today the most important product a brand makes—other than the product itself—is an experience.


Flight School is a multi-platform creative studio made up of acclaimed creatives with the fundamental mission of telling great stories in new and innovative ways. Leveraging a dynamic fusion of creative and technical expertise, Flight School’s diverse team of creative directors, producers, animators, engineers, developers and game designers delve into emerging tech platforms to craft narratives that immerse viewers into remarkable new worlds. With a legacy for crafting inventive and emotionally resonant stories, Flight School’s team of artists and dreamers have collectively garnered some of the industry’s top accolades, including Academy Awards, Emmys, Annies, Cannes Lions, and Lumieres.


GMC has manufactured trucks since 1902, with innovation and engineering excellence built into all GMC vehicles. The brand is evolving to offer more fuel-efficient trucks and crossovers, including the Terrain small SUV and Acadia crossover. GMC’s highest-volume vehicle, the Sierra pickup, is the most powerful light-duty pickup on the market, and the first full-size pickup to receive the highest-possible five-star Overall Vehicle Score for safety since the National Highway Traffic Safety Administration changed its New Car Assessment Program for the 2011 model year. Details on all GMC models are available at http://www.gmccanada.ca, on Twitter at @GMCCanada or at http://www.facebook.com/gmccanada.


The Calgary Stampede celebrates the people, the animals, the land, the traditions and the values that make up the unique spirit of the west. The Calgary Stampede contributes to the quality of life in Calgary and southern Alberta through our world-renowned 10-day Stampede, year-round facilities, western events and several youth and agriculture programs. Exemplifying the theme We’re Greatest Together; we are a volunteer-supported, not-for-profit community organization that preserves and promotes western heritage and values. All revenue is reinvested into Calgary Stampede programs and facilities.

Author: VR Reporter

I am a hi-tech enthusiast, VR evangelist, and a Co-founder & Chief Director at Virtual Reality Reporter!

Share This Post On

Submit a Comment

Your email address will not be published. Required fields are marked *