15 creators, 6 hours, 100+ fan stories
With the reintroduction of the Audi A3 in the United States market, Audi needed to build relationships with a new millennial audience. Research revealed that our consumer viewed the vehicle as symbol of accomplishment; they had finally "made it." Audi wanted to create a bold new platform for our audience to tell their own stories of perseverance, and execute real-time content creation on a scale never seen before.
Facts & Figures
- Largest reaching social media campaign for Audi at the time
- 21% more social activity than the 2014 Audi Super Bowl
- 160 million Social Impressions
- 10,000 people tuned in; 100+ content pieces generated in real-time
Comedienne Nikki Glaser hosted the live stream, encouraging more than 10,000 viewers to submit their stories of perseverance with the hashtag #PaidMyDues. More than 15 pioneers in their own field turned these stories into custom pieces of content. For example, fans could see their accomplishments come to life in song by the producer for the Beastie Boys, sketched by an improv group, 3D printed using sound waves, turned into a dish by a chef, and more. Once produced, these were converted back into digital form and shared with the fans.
Influencer Story Submissions
