Racing Stories

HACKING INSTAGRAM STORIES TO RECRUIT NEW E-RACERS DURING LOCKDOWN

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SCENARIO

With more than 500 million new gamers in lockdown and 2.7 billion total players last year, the gaming industry is now taking over the world. What better time to find new champions for Fordzilla, the Ford team with the best racers around?

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IDEA

To spread the word with everyone about Fordzilla recruiting, VMLY&R and GTB leveraged the social platform where everyone is: Instagram. Introducing Racing Stories, the first racing experience that turns every Instagram account into a video game. No controller, no console, no new apps. On Racing Stories, every button of the gamepad turns into a button of an Instagram story.

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RESULTS
  • 46.3% completion rate (on 52-chapter game)
  • 2.7 million organic impressions
  • 300,000 organic interactions
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