Acura
Race Your Heart Out
An award-winning digital and social campaign for Acura's winter sales event.
““The first ever, multi-broadcast social event.””
Background
Acura teamed up with Razorfish to reinvent a holiday tradition and launch the first ever, multi-broadcast social event, allowing a new audience to experience the exhilaration of driving an Acura TLX on Periscope.
Tapping into the holiday nostalgia of the Gen X and Millennial demographics, Acura drove awareness of its Winter Sales Event by complementing the "Oh What Fun it is to Drive" TV spot and drawing on the emotional connection to the classic slot cars holiday gift.
IDEA
Race Your Heart Out — The First-Ever Periscope Powered Race
A socially driven live slot car race powered by Twitter's Periscope.
Participants of the live event controlled acceleration remotely with their smart phones by pressing the Periscope "heart" button to power the racing Acura TLXs around the track. Ryan Eversley, Acura factory racecar driver, served as part of the event's commentary team and, in spirit of the holidays, Acura donated race winnings to the Pediatric Brain Tumor Foundation.
““Your thumb is the gas pedal.””
How it worked
Two custom 3D printed TLX slot cars were created and each given their own Periscope account. Users picked the TLX they wanted to race by joining the car's broadcast and simply hearted the screen to make it go faster.
Results
190%
increase in engagment
60K+
♥'s / hour
$10K
Raised
The purse for each race was worth a $500 donation to the Pediatric Brain Tumor Foundation. Two hours and twenty races later, we had generated over 120,000 hearts and raised $10,000. In total, users watched 75 hours worth of races and Acura branded content increasing Acura's engagement on Periscope by 190%.
The Team
Client - Acura
Agency - Razorfish
GCD - Mike Frank
CD - Kate Foley
AD/CW - Chris Kitahara & Newton Stern, Designer - Tommii Lim
Creative Technologists - Eric Campdoras, Stephan Lough, Philip van Allen, & Chad Drobish
Production - Rosetta
Producers: Heather Mahoney, Mark Nguyen, and Jeff Johnston
Sound - Phil Siems
DP - Todd Perkins
Set Designers - Adam Christensen, Mary Doty, Jessica Clogston-Kiner, Jason Fuhrman, and Roger Plude
Recognition
2016 Cannes Lions
Silver Lion - Mobile
2016 Smarties Awards
Gold - Global > Marketing within a Mobile Gaming Environment
Silver - Global > Innovation
2016 National Addy Awards
Gold - Social Media
2016 National Addy Awards:
Silver - Online/Interactive
2016 One Show Awards
Merit - Mobile > Branded Games
Merit - Mobile > Durable Goods
Merit - Social Media
2016 Webby Awards
Honoree - Experimental & Innovation
Honoree - Best Use of Mobile Media
Honoree - Best Use of Video
2016 Shorty Awards
Finalist - Emerging Platform