INFINITI / Attention Global
To hype the global launch of the INFINITI QX50 at the LA Auto Show, we wanted to tease the fans and create buzz around which model INFINITI would release. We created #INFINITIMystery - a 15 post Instagram grid teaser campaign. Never mentioning the car by name, each post and story contained hidden easter eggs and videos that highlighted features of the car. A few lucky fans dug deep enough and solved the mystery and were able to attend the live model reveal. This included more QX50 content to really celebrate this launch.
#INFINITIMystery Teaser Video
To kick off the campaign, we created a dramatic teaser to play up the mystery. This was followed by videos that highlighted the model features with little hints of what it looks like—the materials, the craftsmanship, the form, the technology and futuristic design.
#INFINITIMystery Grid
15 post Instagram grid with 8 carousel posts, showcasing an overhead shot of the car. Each carousel has a video that teases a car feature. To maintain the mystery, we never reveal the car or name – during the entire tease.
1 post has a hidden surprise to solve the mystery. The post is tagged with a hidden handle @11.28.17.
#11.28.17
Hidden handle that is revealed on one of the #INFINTIMystery posts. The same overhead car shot is shown, but in full light and the car is introduced. Mystery solved.
Instagram Story
Everyday until the reveal of the car model, we released a series of Instagram Story posts to give clues to the mystery.
QX50
Second teaser video that reveals the model.
QX50 Reveal
After two days of suspense and mystery, it's revealed on the grid to be the all-new QX50.
Event Day
On November 28, 2017, the grid is complete with the final 6 posts. Three of the posts are carousels that feature glamour shots of the QX50.
Instagram Story
At the LA Event, we showcase a video of the QX50. We got 2 influencers (Blake Scott and krispy) to join us at the event to promote the new model on their own social channels and create content we could use.
Post Event
Added content from the LA Auto Show to wrap up the world premiere of the all-new QX50.