Completely breaking car launch convention, Infiniti fans were given the power to unveil the brand's first F1 inspired concept car online, ahead of the official launch date.

 

Using #F1Q50, fans could help bring form to the new car in real-time. The more they shared, the faster the car came into view.

 

Fans were driven to the site by social CTA content that was created for all the brand's major social platforms (Instagram, Facebook, Weibo, Twitter).

 

Ultimately, fans were so driven by this unique opportunity, they unveiled an interactive 3D rendering of the car online, ahead of the official press embargo. You can see a time-lapse of the live unveil as it played out for fans online, below.

SEE THE SITE - http://unveil.infiniti.com/

AWARD (JAN 31, 2014): http://www.thefwa.com/site/infiniti-q50-eau-rouge-social-unveiling

TBWA TEAM INTERVIEW: http://www.thefwa.com/interview/team-at-tbwa-digital-arts-network-hong-kong