Acura | Race Your Heart Out #raceyourheartout

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

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.

With a bit of smoke and mirrors, I created a web app with socket.io and an express server that would communicate to the web overlays what should be viewed. For example, should the HUD be on or off for Car A? When a race is over show the leader board on both cars. Update all the HUD display properties: hearts per hour, number of laps made, elapsed time, etc. The web browser would capture the video of the car, and a device would capture the screen (in this case a MBP) and stream that composite to Periscope!

RECOGNITION
2016 Cannes Lions
Silver Lion - Mobile

2016 Smarties Awards
Gold - Gold > Marketing within a Mobile Gaming Environment

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