Contact Information

1011 9th Avenue SE Suite 300
Calgary Alberta T2G 0H7
Canada
Phone: (+1) 403 262 3006
Email:

Dianne Wilkins

Dianne Wilkins

Chief Executive Officer
Chris Gokiert

Chris Gokiert

President

Phone: (+1) 4035600315

Conor Brady

Conor Brady

Chief Creative Officer
Grant Owens

Grant Owens

Chief Strategy Officer
Lee Tamkee

Lee Tamkee

Chief Financial Officer
John McLaughlin

John McLaughlin

Chief Operating Officer
Diane Heun

Diane Heun

SVP, Business Development

Phone: (+1) 508 541 5336

Lisa Penelton

Lisa Penelton

SVP, Strategy

Basic Info

Core Competencies: Full Service, Digital, Mobile, Social Media, E-Commerce, SEO, Marketing/Creative Services, Direct/Tele/Database Marketing/CRM, Branded Content/Entertainment, Market Research/Consulting, Marketing Technologies/Analytics, Media Buying/Planning, Branding/Naming/Product Development, Strategy and Planning, Financial, Technology, Online services, Institutional/Public Interest/Nonprofit, Retail, Beauty, Fashion, Luxury Goods, Travel and Tourism, Consumer

Founded in: 1996

Employees: 950

Awards: 174

Creative Work: 79

Clients: 24

Core Competencies: Full Service, Digital, Mobile, Social Media, E-Commerce, SEO, Marketing/Creative Services, Direct/Tele/Database Marketing/CRM, Branded Content/Entertainment, Market Research/Consulting, Marketing Technologies/Analytics, Media Buying/Planning, Branding/Naming/Product Development, Strategy and Planning, Financial, Technology, Online services, Institutional/Public Interest/Nonprofit, Retail, Beauty, Fashion, Luxury Goods, Travel and Tourism, Consumer

Founded in: 1996

Employees: 950

Awards: 174

Creative Work: 79

Clients: 24

Critical Mass

1011 9th Avenue SE Suite 300
Calgary Alberta T2G 0H7
Canada
Phone: (+1) 403 262 3006
Email:
Dianne Wilkins

Dianne Wilkins

Chief Executive Officer
Chris Gokiert

Chris Gokiert

President

Phone: (+1) 4035600315

Conor Brady

Conor Brady

Chief Creative Officer
Grant Owens

Grant Owens

Chief Strategy Officer
Lee Tamkee

Lee Tamkee

Chief Financial Officer
John McLaughlin

John McLaughlin

Chief Operating Officer
Diane Heun

Diane Heun

SVP, Business Development

Phone: (+1) 508 541 5336

Lisa Penelton

Lisa Penelton

SVP, Strategy

Infiniti and Critical Mass Are Putting Instagrammers Behind the Wheel of a Q60 Coupe

The immersive experience is powered by Instagram’s quiz sticker 

Luxury auto brand Infiniti teamed up with global digital experience design agency Critical Mass on an immersive Instagram experience that enables users to feel like they are piloting a Q60 coupe around a racetrack.

Critical Mass used quick reactions, a feature that recently debuted for Instagram’s quiz sticker, to power the experience.

Visitors to the Infiniti USA Instagram account can go to its Highlights section to access the experience.

After selecting a color for their vehicle, they will see a series of quiz questions, each of which asks them to select their next action. Each quiz sticker lasts for a shorter time than the one before it, which Critical Mass said showcases the quick reactions that are necessary in real-life performance driving. 

Infiniti senior manager of global social media Jag Sharma said in a release, “Instagram represents the single biggest opportunity for any premium brand right now. It’s a mass-scale platform that enables us to tell compelling stories, marrying up interactivity with the brand and laddering down to the product. Partnering with Critical Mass has allowed us to stay on point when it comes to unleashing the full potential of breakthrough platform features. This content has gone out globally across our regions, being especially well received by the U.S., our largest region.”

Critical Mass creative director Ken Hurd and senior copywriter Stefan Smith added, “What excited us most was the opportunity to take a relatively new tool like the Instagram quiz sticker and do something entirely unexpected with it.”

Hurd said, “Racing is a bit like a quiz, as it turns out. You’ve got to make some quick decisions and they keep coming at you,” and Smith added, “Fortunately, by creating a racing simulator out of an Instagram quiz, wrong answers don’t stop the fun—you learn from it and get ready for the next turn.” 

Read more here https://www.adweek.com/digital/infiniti-and-critical-mass-are-putting-instagrammers-behind-the-wheel-of-a-q60-coupe/