RACE THE RING

GIVING  FANS A FIRST-EVER VIRTUAL TEST DRIVE ON INSTAGRAM STORIES

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The launch of the 2020 Corvette Stingray was a global event. This first ever mid-engine

Corvette elevated performance to compete with European supercars with a less lofty price tag. Corvette fans were hungry to experience this exciting new Stingray. But, getting thembehind the wheel was made nearly impossible with the onset of COVID-19. Our challenge was to enable people to experience a taste of that driving exhilaration virtually and to do it without the support of paid media. To leverage increased video game play during the pandemic, we developed a unique way to gamify Instagram Stories on the @Corvette channel. Released on National Video Game Day, we used real footage and sound of the Corvette taking on “The Ring” in Nürburgring — one of the world’s most renowned tracks — and transformed it into an immersive gaming experience that made players feel like they were there. Turning the limited interactivity of Instagram Stories to our advantage, we harnessed the repetitive tapping of mobile gaming and intentionally made it challenging to spark competitive gaming spirit and keep fans playing until they completed a lap.

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2021 Shorty Finalist 

2021 One Show Shortlist 

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