By Audi AG
How do we spread the love for the new Audi A1 and build up a community of fans beyond common platforms?
People like to talk about cars. As soon as the first sketch of a new concept car finds its way into public, conversations begin, in bars, at work, online. Instead of trying to tell the target what to think, we decided to listen. So we created a tool to round up whatever was said about the new A1 and to encourage others to take part in these conversations and join the fan community.
In addition to integrating isolated contributions from Facebook, Twitter, Youtube and various blogs within one large community hub, we offered sharing elements like configuration and styling tools, that enabled users to create and show their unique, personal versions of the new A1.
The result: the first social hub with uncensored fan content for a premium car brand. And a truly platform-independent community, with 119 Mio. page impressions, 5.5 Mio. visits, 290.000 blogposts, 38.500 customized designs and 28.726 Facebook-Fans.
Oh, and the "largest number of pre-orders in the history of Audi", of course.
(Rupert Stadler, Chairman of the Board of Management of AUDI AG).
December 2009 to present