Critical Mass partners with luxury vehicle brand INFINITI for an exhilarating ride around a virtual race track
Award-winning global digital experience design agency Critical Mass and INFINITI, the luxury vehicle brand of Japanese automaker Nissan, today launched an immersive Instagram experience that puts users in the driver’s seat for an exhilarating ride around a race track in the INFINITI Q60.
Critical Mass built the experience through the recently debuted Instagram quiz sticker feature called Quick Reactions. Upon choosing their preferred color for the Q60, users are immediately placed driving behind the wheel and presented with a series of quiz moments. Each question asks them to select their next action as they put the pedal to the metal in a choose-your-own-adventure style experience.
“Instagram represents the single biggest opportunity for any premium brand right now. It’s a mass-scale platform that enables us to tell compelling stories, marrying up interactivity with the brand and laddering down to the product,” said Jag Sharma, senior manager global social media, INFINITI. “Partnering with Critical Mass has allowed us to stay on point when it comes to unleashing the full potential of breakthrough platform features. This content has gone out globally across our regions, being especially well received by the US, our largest region.”
Utilising different story lengths, Critical Mass was able to increase the adrenaline by providing users less time to make their selections. Each quiz sticker lasts for less time than the one before it, showcasing the quick reactions needed for real-life performance driving. The campaign represents a first-ever execution that “hacks” the Quick Reaction feature through an interesting and subversive way.
“What excited us most was the opportunity to take a relatively new tool like the Instagram Quiz Sticker and do something entirely unexpected with it,” said Ken Hurd, creative director, and Stefan Smith, senior copywriter, of Critical Mass.
“Racing is a bit like a quiz, as it turns out. You’ve got to make some quick decisions and they keep coming at you,” noted Ken. “Fortunately, by creating a racing simulator out of an Instagram Quiz, wrong answers don’t stop the fun – you learn from it and get ready for the next turn,” added Stefan.
For those interested in the experience, the campaign is live on the INFINITI USA Instagram
account via the Highlights section.