Acura
race your
heart out
The first livestream-powered race
Acura asked us to activate their "Oh What Fun It Is To Drive" Winter Sales Event by reinventing a holiday tradition. Classic slot car races provided a powerful insight and mechanism: rekindle the love and excitement of getting an iconic toy, and translate that nostalgia into the joy of buying a new car.
This led us to create the first ever Periscope-powered race: a slot car race with a multi-camera broadcast and two live announcers, inviting users to #RaceYourHeartOut. The more a viewer would heart, the faster their slot car would go.
Pick an Acura TLX to race by joining one of the Periscope broadcasts @TLXBellanova or @TLXFathom.
Touch anywhere on screen to heart the broadcast. The more you heart, the faster you go.
How it works
Every heart press was monitored real-time on both Periscope accounts. An Arduino then converted the heart into a unit of current and accelerated the corresponding slot car. The entire race was captured live via five cameras along the track and edited into a Periscope broadcast along with running commentary from Acura factory racecar driver, Ryan Eversley and sports broadcaster, Greg Mescall.
Honors and Awards
Silver Cannes Lion
Ignition by Razorfish and Acura were awarded a Silver Lion at the 2016 Cannes Lions International Festival of Creativity for the innovative 2015 "Race Your Heart Out" holiday campaign, winning in the Mobile sub-category for "Connected Experience Games."
Gold ADDY
Gold ADDY award in the "Social Media, Single Platform" category for the Acura "Race Your Heart Out" holiday campaign.
Silver ADDY
Silver ADDY in the "Online/Interactive Branded Content & Entertainment" category for the Acura "Race Your Heart Out" holiday campaign.
