Taking a luxury vehicle for a ride on a racetrack is typically out of reach for most people. Using Instagram Stories, we partnered with INFINITI to create an immersive social media experience that enables users to feel like they are behind the wheel of an INFINITI Q60—on a racetrack no less. Quick Reactions was powered by Quiz stickers, Instagram’s latest feature for Stories, and tested how quick users’ reactions were in a choose-your-own-adventure-style experience, which allows them to customize the look of their Q60 while revealing how they would react in different situations on the track.
From taking the corner with accuracy to making it to soccer practice on time, driving requires a seemingly never-ending number of quick reactions and decisions. We blended these decision-making moments on Instagram Stories, where viewers could immerse themselves in INFINITI’s driver-centric design and experience the car’s cutting-edge technologies. Using Instagram’s all-new Stickers feature, we created a quiz-driven story for INFINITI on Instagram and did something totally unexpected with it—gamified each story into an interactive experience that let users learn about key product features in a fun and exciting way. The work capitalized on Instagram Stories’ unique features and functionality and played on key decision moments needed behind the wheel.
Social media platforms are constantly awash with new features and functionality, making it difficult for brands to stay current while delivering effective results on social media. To ensure INFINITI is keeping up, we create monthly campaigns based on innovative trends in the social sphere. So when Instagram launched their newest feature, Quiz Stickers, we knew we had to act fast.
Quick Reactions was first launched in the US, and was then rolled out globally. In the US execution, the percentage of users that reached the final of the 13 posts in the series was 44.1%, a relatively high rate for a platform where drop-off is common. And the rate of people who navigated away from the Stories was under 4% once they reached the third post. INFINITI’s reach increased 112.8% and engagement went up by 129.6% compared to other INFINITI social content.