GMC Chuckwagon Like a Pro: Spotify Spatial Audio Case Study


To get Canadians excited about the chuckwagon races at the Calgary Stampede, Leo Burnett partnered with Grayson Matthews and Hear360 to create a one-of-a-kind, world-first audio experience for GMC – a proud sponsor of the Calgary Stampede for over 30 years. We created an immersive and dynamic audio experience that puts you right in the driver seat of a chuckwagon – with sounds of the race moving around you in 360 degrees. We captured sound in 360 degrees with spatial microphones and then mixed and encoded the sound with specialized software tools. The world's first spatial audio ad ran on Spotify, where 85% of listeners listen through headphones, for the most immersive experience.