As part of the integrated Audi campaign, The Art of the H3ist, characters from the campaign placed coded messages on popular job posting sites such as Craigslist and Monster.com.

These messages, once decoded, provided information to followers of the story on how to participate in “clandestine missions.” In turn, the “decoders” passed the messages, on various Web sites and blogs, to invite people into the The H3ist’s mystery.

Best described as a “live interactive movie,” The H3ist utilized every possible medium to create a 24-hour-a-day alternate reality. Using actors, character Web sites, blogs, podcasts, e-mails, live events, PR and unexpected applications of traditional media, The H3ist so blurred the line between fact and fiction that our target didn’t just watch the campaign unfold; they actually played a role in it.

Over 500,000 people participated in The H3ist. They were highly engaged, spending from four to 10 minutes at each of the three story sites. The H3ist generated considerable buzz, leading to sales that were 15.9% above aggressive goals. We also attracted a younger, more affluent male audience to Audi.