The largest automobile brand page on Facebook was about to hit 500,000 fans. We wanted to prove to the fans that we like them back. So we invented the social stunt. We took YouTube most celebrated Audi, the Audi R8. Added Le Mans winner Dindo Capello. And sent them on a mission. On a little racetrack he drifted the number "500,000" onto the asphalt. Response was overwhelming. The clip spread and Audi pushed it on TV. The first Facebook film to hit the airwaves. But Audi isn't a one-trick pony. For our fans we created 20 unique prints using the messed up treads of of the Audi R8 tires.

Launch the campaign
Published
October 2012
Topics

The Story

The largest automobile brand page on Facebook was about to hit 500,000 fans. We wanted to prove to the fans that we like them back. So we invented the social stunt. We took YouTube most celebrated Audi, the Audi R8. Added Le Mans winner Dindo Capello. And sent them on a mission. On a little racetrack he drifted the number "500,000" onto the asphalt. Response was overwhelming. The clip spread and Audi pushed it on TV. The first Facebook film to hit the airwaves. But Audi isn't a one-trick pony. For our fans we created 20 unique prints using the messed up treads of of the Audi R8 tires.

This is a story about passion and creativity. In our case, technology didn't spark creativity. Creativity sparked technology. For every element of the campaign, we found the right technology and media. Facebook kept the fans together. YouTube drove the story, using teasers, feature film and the making of. The web spread the story. Television allowed it to reach entire new audiences. And finally, the creation of art/social artifacts allowed the social stunt to be more than a campaign, but a legendary story of returned passion.

The Technology

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    Social

    Facebook

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    Video

    YouTube

The Results

We gave our fans something back by doing what we do best: presenting them the art of engineering. We showcased our passion for the fans, our dedication to digital communications and one pretty amazing Audi technology. We achieved many ‘firsts’ and set a couple new benchmarks. We invented the social stunt. Created a whole lot of buzz. Crafted 20 unique social artifacts. And by chance, we also created the first fan page film to air on TV. Fan growth was up 17% and 44,000,000 in media impressions was worth just about one million.

13

team members working on this project

108

lines of code written

117

hours of missed sleep

Launch Date April 12, 2012