The unveil began online with a cloud of individually animated WebGL particles forming an interactive outline of the car.

After this, every site share or #F1Q50 mention on Facebook, Twitter, Google+ and Weibo, moved more particles into place, gradually revealing Q50 Eau Rouge.

A 360-degree, full-color 3D model took shape across an international and China specific site. There was also a mobile optimized experience, available for all.

Everything was supported by a YouTube teaser video and a cross-channel social activation plan.

It was the first campaign in history to unite and engage all Infiniti social channels, globally.

(CONFIDENTIAL)

Reaching over 31 million online automotive fans worldwide, the Q50 Eau Rouge was unveiled 2 days before the official press launch. Fans drove the early reveal.

In the short campaign period, advocates watched the car’s teaser video 312,932 times. They also shared #F1Q50 and the site 90,958 times.

The site was so popular that it became the official hub for all Q50 Eau Rouge updates. The hashtag also continues to fuel fan conversation around the prototype.

#F1Q50 more than doubled Infiniti’s share of voice on social during the campaign. Plus the social-unveil helped position Infiniti as truly fan-focused.