The next generation of drivers don’t care about Audi’s motorsports dominance. They just want to play video games. So to get them interested, we created the world’s first 24-hour online endurance race. Research from the influencer marketing company Ader states that Audi is the #1 mentioned car brand on Twitch. So we broadcast Le Forza on 10 Twitch channels, gaining hundreds of thousands of views simultaneously. Our audience watched their favorite gaming influencers endure the same 100+ degree temperatures and battle exhaustion, not to mention race for 24-hours straight in Forza, the popular driving simulator. They could also engage with the influencers in real-time via Twitch’s built-in chat feature.

24 Hours of Le Forza was a digital recreation of Le Mans on the video game Forza. The race was broadcast live on Twitch, with gamers and influencers racing each other for 24 hours straight while battling extreme heat, long stints, and exhaustion, similar to a real Le Mans driver. The broadcast was treated like an ESPN broadcast, with highlight reels, slow-motion replays, and gamer interviews. The broadcast was pushed out on Twitch via an Audi branded channel, as well as 9 other influencer Twitch channels. We gained hundreds of thousands of views from multiple channels simultaneously.

This wasn’t just a race on the internet, this was an event—a full-scale sports broadcast with a crew of show runners, channel switchers, and professional e-sports hosts providing 24 hours of live commentary. Our Twitch audience engaged with their favorite influencers and watch them battle for 24 hours in Audi race cars.

Our objective to increase awareness of Audi at Le Mans was successful, with the event seeing 950,000 total views -- more than 25 times the number of American viewers for Le Mans itself -- with 8 million minutes viewed. Average minutes watched exceeded the Twitch benchmark by 205%, and more than 230,000 chat interactions within the Audi stream exceeded the Twitch benchmark by 218%.