Creating excitement about a car brand when there's no car news is difficult, especially when you're talking to Audi's independent-minded audience. The solution was a campaign that tapped into the vibrant mash-up subculture, which was just entering the consciousness of our audience. Participants took part in several ways: by listening to music, telling friends, voting, or creating a David Bowie mash-up. The campaign demonstrated the "Never Follow" brand by introducing potential Audi buyers to a new art form. It also engaged people in a conversation that led them to consider, configure, and purchase Audis. ROI was estimated at over 1000%.