Lap times at the world famous Nürburgring Nordschleife, known as the most challenging track in the world, are the ultimate competitive measuring stick for high-performance cars and auto manufacturers. So, when Chevrolet went to Germany to test the new Camaro ZL1 1LE to put their stake in the asphalt, we saw this as an opportunity for strong integrated storytelling for both earned media and Chevy’s owned social channels. Nürburgring lap videos are far from rare, so we needed to make it as badass and exhilarating as the car itself. So, we researched and drew inspiration from the hottest racing video games, captured footage needed at the track, and designed an interface to make the lap video feel as modern and interactive as being behind the wheel. We then released the full 7-minute lap video to coincide with the Camaro ZL1 1LE media drive, at which Camaro’s Chief Engineer and Nürburgring lap driver were in attendance – making it easy for journalists to get the full story and conduct interviews. In the end, we knew the Camaro’s lap time would garner coverage without much effort, but through integrated storytelling and powerful creative content, we transformed what would have been standard coverage into a powerful moment for Chevrolet enthusiasts around the globe.
Highlights:
Highlights:
- 182 Online & Print Articles
- 2.3MM Total Views on Facebook & YouTube (with no paid support)
- 74% Facebook Views from Shares
- 42% of Articles Embedded The Full Lap or Teaser Video
Case Study Video
| Campaign Overview PDF |
Full 7-Minute Lap Video
Campaign Images
Credits:
- Creative Leadership: Iain Lanivich
- Creative Directors: Tony Kause, Kris Layher
- ACD/Art Director: Cleveland Thrasher
- ACD/Copywriter: Jaime Perry
- Sr. Producer: Chris Coole
- Producer/Editor: Cassie Kline
- Account/Earned Media: Tida Ball, Shayne Boonie
- Earned Media: Kara Tagle, Chelsea Kubasiak
- Post-Production: Digital Image Studios
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