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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Race the Ring

Finalist in Gamification, Instagram Stories

Objective

The launch of the 2020 Corvette Stingray was a global event. Anticipated for decades, this first ever mid-engine Corvette elevating performance to compete with European supercars with a less lofty price tag.  

The reviews were glowing with the New York Times auto critic reporting that “this new model combined moonshot acceleration, handling, tech and versatility like no rival remotely near its price.” The praise was much the same from the LA Times, with the reviewer concluding: “I am fortunate to have driven some of the best cars on the planet. So, when I say the new Vette exceeded my expectations, consider that a sizable understatement.”  

Corvette fans and performance enthusiasts were hungry to experience this exciting new Stingray. But, with the onset of COVID-19 those plans were brought to a screeching halt. Our challenge was to enable people to experience the exhilaration of getting behind the wheel virtually.

Strategy

According to Nielsen, more than 55% of people picked up video games during the initial COVID-19 lockdowns. To meet demand for Corvette content and leverage that increased game play in short order, we came up with a first-of-its-kind way to gamify Instagram Stories on the @Corvette channel.

Released in conjunction with National Video Games Day, we utilized exciting footage from behind the wheel of the Corvette taking on one of the world’s most renowned tracks and transformed it into an immersive experience. In the familiar style of popular racing games of the 80s and 90s, we designed a game that challenged viewers to complete a lap in the Corvette. Using POV footage from “The Ring” in Nürburgring, Germany we were able to do just that.

Turning the limited interactivity of Instagram Stories to our advantage, we harnessed the repetitive tapping of mobile gaming, using animated “turn ahead” icons to alert the viewer when a turn was coming. The game was intentionally made challenging to spark the competitive spirit of gamers and keep them playing until they finished a lap. 

Results

Race the Ring garnered impressive results without support of paid media. Engagement was 287% above the average Chevy Instagram Story. The 17 chapters that comprised the experience had a 15% tap back rate — more than double Corvette Instagram norms and proving that a new generation of performance fans were eager to interact with the next generation of the Corvette Stingray.

Media

Video for Race the Ring

Produced by

Weber Shandwick, Chevrolet

Link

Entry Credits

About the Shorty Awards

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