One of the company’s upcoming creative projects is “Lollipop Racing,” a professional racing streaming series produced by Feature and written and executive produced by “The Fast and the Furious” creator David Ayer. “Lollipop Racing” consists of a narrative-driven series as well as an interactive fantasy sports-like strategy game powered by Feature’s engagement technology, Smart Content. Audiences can engage with each race and become a part of the story as it unfolds.
The company seeks to allow fans to not only be spectators to the content they consume, but become “active participants shaping the content they love.”
Mobil 1 recently announced a partnership with Feature.io and “Lollipop Racing”, joining the project as presenting sponsor. WME will represent the property to major streaming platforms.
“We’re proud to have a global entertainment leader like WME’s support as we debut our technology and revolutionize the fan experience both in ‘Lollipop Racing’ and beyond,” said Steven Ilous, CEO and founder of Feature.io. “We look forward to deepening the connection between fans, brands and creators with Smart Content-powered projects and sharing Next-Generation Storytelling with the world.”
The company’s Smart Content technology allows viewers to actively participate with their favorite content and links fans with creators, IP, brands and studios. Audiences are provided with tangible rewards for engaging with different content, like coupons, early access to experiences and limited-edition digital collectables.
