The tiktok posts for the Chrome Speed Challenge campaign featuring Lil Yachty, Busta Ryhmes, Baby Tate and Harry Mack
Submitted by EssenceMediacom

Google Chrome Speed Challenge

Influencer Marketing

EssenceMediacom celebrated Google Chrome's speed through a rap challenge timed to Lando Norris' fastest lap, with Lil Yachty and Busta Rhymes, drawing over 57.5 million views.

57.5Mviews
14,290comments
1,348,102likes

Case in 60 seconds

Google asked EssenceMediacom to celebrate the speed of Chrome in a culturally relevant way, which set the task as one of cultural relevance rather than product demonstration of a browser attribute.

The campaign appears to turn on speed being a shared language across motorsport and rap, because a fast lap and a fast verse can be set against each other and invite the same comparison.

The Chrome Speed Challenge is a social-first activation built around Lando Norris' fastest lap ever, asking whether Lil Yachty, Busta Rhymes, TikTok creators and then consumers can rap as fast as Lando drives.

Teaser and hero videos dropped organically on Lil Yachty's and Busta Rhymes' YouTube and Instagram channels, with paid media boosting reach afterwards and boosting Lil Yachty's TikTok duet invitation alongside the curated creator responses. TikTok star rappers Harry Mack and Baby Tate answered Lil Yachty's Open Verse Challenge, and Busta Rhymes joined in as well.

EssenceMediacom reports over 57.5 million views, 14,290 comments and 1,348,102 likes and counting, and describes the engagement metrics as exceeding expectations, while no reach, sales or brand measure accompanies those counts.

Strategy Breakdown

Consumers and TikTok creators invited to rap as fast as Lando Norris drives, reached through the music and motorsport followings of Lil Yachty, Busta Rhymes and Lando Norris.
Based on the available evidence, the work sets rap speed against lap speed, two claims to being fast that belong to separate cultures, and makes the comparison itself the entertainment.
Browser speed is a technical attribute with little cultural currency of its own, so Google needed a proof of speed that people could watch and repeat rather than a specification to read.
Chrome acts as host and as the reason the challenge is timed at all, lending its speed claim to the talent, while the page does not describe any product demonstration inside the content.
Duets and open verse responses are formats TikTok audiences already use, which suggests the campaign built on a participation habit that existed rather than asking for a new behaviour.

Creative & Execution System

Assets & channels

  • TikTok
  • Instagram
  • YouTube

Partners

  • EssenceMediacom

Participation mechanic

  • Lil Yachty issued a TikTok duet invitation and an Open Verse Challenge, so creators and consumers took part by recording their own fast verses in response rather than only watching the hero videos.

Creator role

  • Lil Yachty — creator
  • Busta Rhymes — creator
  • Lando Norris — creator
  • Harry Mack — creator
  • Baby Tate — creator

Results & Evidence

MetricValue
ViewsOver 57.5 million views
Comments14,290 comments
Likes1,348,102 likes and counting

Why EssenceMediacom's strategy worked

  1. 1

    Casting across unrelated fields of speed appears to widen a campaign's entry points, because each figure brings an audience that overlaps little with the others while the idea being carried stays the same.

  2. 2

    An open verse or duet invitation turns a celebrity post into a format other people can answer, so the campaign continues through creator responses rather than ending with the hero film.

  3. 3

    Boosting organic posts sitting on talent channels rather than brand channels appears to keep paid distribution inside the creator relationship, which is how the teaser, hero and response content scaled here.

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