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Acura Race Your Heart Out

An digital and social campaign for Acura's winter sales event. The campaign was recognized by Cannes Lions, The One Show, Smarties, Shorty Awards, and The Webby Awards.

 

Acura

Race Your Heart Out

An award-winning digital and social campaign for Acura's winter sales event.

 
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“The first ever, multi-broadcast social event.”
— PR Newswire
 
 

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.

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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. 
 

 
 
 
 
 
 
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“Your thumb is the gas pedal.”
— Ryan Eversley
 
 

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.

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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%.

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The Team

Client - Acura

Agency - Razorfish
Group Creative Director - Mike Frank
Creative Technology Director: Eric Campdoras
Creative Director - Kate Foley
Art Director - Chris Kitahara
Senior Copywriter - Newton Stern
Photographer - Tommii Lim

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

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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