- According to the jury of the prestigious NC Digital Awards, which is now in its 11th year, Abarth’s “Hot Laps” initiative was the best integrated automotive digital campaign.
- The exciting gaming project brought the adrenaline and fun of the Scorpion’s cars to the virtual world.
- Participants, Abarth community members and e-gaming professionals, competed in the Assetto Corsa game and got behind the wheel of powerful and customized Abarth cars.
Abarth’s engaging “Hot Laps” initiative was awarded at the prestigious NC Digital Awards in the category of “Best Integrated Automotive Digital Campaign”.
Launched at the beginning of the year, the Abarth “Hot Laps” project has enabled the Scorpio brand to enhance its presence in the digital world and, in particular, in the increasingly popular world of gaming.
The virtual competition involved the Abarth community and all e-games lovers, including some virtual racing professionals who competed in Time Attack mode (best time) in the Assetto Corsa game. Participants had the chance to choose and customize their Abarth and then take on the most famous and exciting tracks in Europe.
All races were broadcast live on the live streaming platform Twitch, giving viewers the chance to comment on the performance and cheer on their favorite driver. In addition, “Hot Laps” was posted, in perfect Abarth style, on the Scorpion’s social channels, consolidating the relationship that binds the brand to its fans. After all, passion has always driven Abarth fans to express their appreciation for anything that reproduces the adrenaline-fueled driving experience of each model that takes to the track, thus moving from simple fun on wheels to an interactive driving and playful experience of the highest order.
“Hot Lap” adds a new chapter to the project born in 2020, to give continuity to the 2022 #WTFun campaign where the campaign payoff itself interprets the most authentic soul of the Scorpio, with adrenaline combining with the desire to have fun.
All the activity was carried out thanks to the collaboration between Starcom and Publicis Media, agencies that are part of the One Team Stellantis of Publicis Groupe.
Currently, “The Scorpionship” Community – which can be joined free of charge through abarth.com/scorpionship – has more than 160,000 registered fans and owners. Globally there are 93 official clubs in 22 countries and four continents. A passion that knows no limits, as evidenced by the achievement of Guinness World RecordsTM at the end of 2020, on Abarth Digital Day, when Abarth people gathered on the web, creating the world’s largest digital gathering.
Now in its 11th edition, the NC Digital Awards are organized by ADC Group and are the most important national awards in the field of digital communication. The winners are chosen by a respected jury with more than 30 top managers from companies in all product sectors.