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Special Project

Special Project
From the 15th Annual Shorty Awards

AT4X Canyon: Choose Your Own Adventure

Finalist in Product Feature Video


GMC was set to reveal their brand-new 2023 Canyon AT4X, the ultimate new school adventure vehicle made for advanced off-roading. Revamped with cutting edge tech, audiences needed to believe that this mid-size truck could be their trusty co-pilot on rugged, extreme adventures.  


However, the space for off-roading trucks is notoriously crowded and competition is fierce, with a few iconic vehicles garnering the most attention. We needed to truly stand out by highlighting the AT4X’s extreme capabilities, which would give viewers the confidence that this is the truck that can deliver during any adrenaline-inducing journey. 

Strategy and Execution

Anyone can film a hero spot of a truck scaling mountains and charging through water and muddy terrain. So, for an already inundated audience — how do you think outside the proverbial dusty road? 


Our solution: A choose-your-own-adventure-style video, where users are invited to tap their way through each of the truck’s features while on a real-life, off-roading excursion. 


Shot in Silvertown, CO, a remote area near the San Juan Mountains, the environment gave us ample opportunities to film the truck making its way through rugged terrain. After the shoot, we worked with an immersive video vendor, Adventr, who helped us create a truly interactive experience. 


The video opens on the AT4X driving through dirt roads and up hillsides. Viewers are then given the option to “Go Off-Road” or “Explore the Details.” Depending on what’s chosen, a menu of features, both exterior and interior, are served up for the reader to select. 


If “Go Off Road” is selected, audiences see the factory-lifted wide track on a rocky road, the 2.7L engine enabling crawling and climbing and even get a peek at views from the underbody camera, delivering a completely fresh perspective of the adventure.  


If viewers go with “Explore the Details”, they’re treated to the massive screens in action, the LED headlamps shining brilliantly and the 33-inch MT tires in all their commanding glory. Research taught us that consumers place a high value on comfort too, so features like the quilted, sewn interiors and leather-appointed front seats are also highlighted. 


By giving the audience an active role and putting them in control of the story, the Canyon AT4X was cemented in memories as the premium, no compromises off-roading truck. 



Being interactive worked! 


The results were overwhelmingly positive and truly shined in two areas: time spent on the video and engagement rate. 


The engagement rate was 95.8%, which meant nearly everyone engaged with the interactive buttons. 


Viewers spent an average of 95 seconds (about a minute and a half) on the video in total and 37.74 hours were spent across all views. 


Additionally, there were 43 digital stories, 1 radio broadcast segment and 89 posts across social media, including Twitter, Facebook, Instagram and YouTube. 


Aside from automotive outlets, the reveal was also picked up by CNET, CNBC and Barrons.


Entrant Company / Organization Name

McCann Worldgroup // Weber Shandwick, GMC


Entry Credits