Cannes Lions

RACEFACE

CRITICAL MASS, New York / INFINITI MOTOR COMPANY / 2015

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Overview

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Credits

Overview

Description

To raise awareness of the Q50 Eau Rouge prototype and Infiniti’s partnership with the Red Bull Racing team leading up to the Formula 1 U.S. Grand Prix, we created the #InfinitiRaceFace campaign. Built on the insight that most people don’t know what real speed feels like but can imagine themselves behind the wheel of a race car, the campaign invited fans to simulate a selfie taken at an extreme high speed and share it for a chance to ride shotgun in a 560 horsepower Q50 Eau Rouge with one of the fastest drivers in the world. Infiniti’s partnership with Red Bull Racing effectively drives brand awareness and opinion in countries where Formula 1 is celebrated. But in the U.S., where Formula 1 is much less popular, our clients have struggled with how to make the partnership relevant and generate marketing value.

Execution

This social campaign invited fans to simulate a selfie taken at an extreme high speed and share it. The concept was launched on Infiniti’s Instagram account and promoted via Facebook, Twitter, paid media and PR. The grand prize was an all-inclusive trip to Austin, TX, Grand Prix tickets, and a hot-lap with four-time F1 World Champion Sebastian Vettel in Infiniti’s 560HP Q50 Eau Rouge prototype.

On October 29, the #InfinitiRaceFace campaign came to life in Texas where the Q50 Eau Rouge prototype and Red Bull’s RB7 F1 car raced down Congress Avenue in downtown Austin before thousands of fans.

To help build excitement on the ground, street teams were equipped with custom-made speed simulators. Street teams roamed the event and invited fans to show their best race face. Fans got their chance to show their #InfinitiRaceFace and share their pictures on their personal social channels.

Outcome

Leveraging the Infiniti Red Bull Racing partnership allowed Infiniti to create a campaign that broke away from traditional luxury and showcased the brand and Q50 Eau Rouge through an extremely high performance lens. The #InfinitiRaceFace campaign reached 52.4M people at a budget outlay of just $134,000. This was among the most successful social media campaigns that Infiniti has ever developed.

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