When R&D comes to life
Why it’s time for the sim racing project that started it all
TwentySeven Works was born out of a sim racing project. Founders Nick and Paul began working on an idea that a new audience for automotive could be discovered in gaming, much as it developed in the early days of social media.
But the product grew into a platform. A piece of technology more personal than a blunt CRM and more flexible than a traditional CMS. A product that works with social channels to build more loyal and valuable communities around brands and publishers. Something more able to use the power of content and storytelling to build relationships with people, because too often digital products fail to identify users as anything but a single crowd.
It’s the development of this technology that consumes us now (and soon it will be the backbone of the TwentySeven Works offering) but the sim racing research never went away. Our board meetings often take place remotely, at Spa or Brands Hatch and with each of us at the wheel of a Porsche 930 Turbo, Ferrari 512BB or even an old Mini — yet none of us leave the office.
We’ve been running a backchannel R&D project called ‘27Racers’ which is roadmapped to break cover this year, standing alongside our portfolio of pioneering clients powered by our technology. It’s not the day job by any means, but it has served as a lens through which our company and tech has taken shape. More important, it’s a fun and engaging side-project.
So we’ve let it escape into social media a bit. Consider it a private beta — the start of a journey that we want to shape alongside the community that forms around it. Get involved via 27racers.com or follow the project on Twitter.
Written by Paul Regan, Founding Partner at TwentySeven Works.
