Challenge:Audi sponsored the movie "I, Robot" via product placement. The main actor Will Smith drives the futuristic Audi RSQ in the year 2035. Audi China wanted to make use of the nationwide movie release by placing online ads leading to branding of the website for the RSQ, and at the same time capture valuable user data.

Solution:The RSQ was treated like a real car. Using the idea "the future starts today", a product minister was created featuring a car-configurator with a 360 degree view of the car and movie clips on the making of the car and the movie. A promotion section let users register to win posters and tickets to the premiere and the download section offered wallpapers and a screensaver.