SUMMARY

To celebrate 2014 Paris Motor Show (PMS) and the launch of the new Audi TT, Audi France has given Twitter followers the opportunity to take part in a completely new experience: #dareTT, a 12-metre-high megastructure in the shape of the TT logo, connected to Twitter. The new Audi TT, fixed to a mobile platform 8.5metres above the ground, was lowered to the ground as tweets mentioning the hashtags #Audi and #dareTT were published.

CHALLENGE

Hijack the PMS visitors attention with the Audi TT launch.

Emerge during a show saturated with announcement in the automobile ecosystem, and increase the brands’ share of voice.

GOALS

Primary Objectives:

- Pre-launch the new Audi TT by engaging the PMS visitors and our TT community…and building the next one

Secondary Objectives:

- Reinforce TT myth attachment

- Reaffirm the brands’ social media involvement, reach the target group and recruit new followers

Ambitions:

- A brand Image campaign, with viral ambition

- Maximum earned media

IDEA

- An aesthetic & monumental structure connected to Twitter, right at the centre of the PMS

- «You tweet. The new TT goes down». Contest within the active community, the winner won a new TT driving experience program at Le Mans racetrack

- Worldwide open

RESULTS

- 12,4 Millions digital Occasion To See (OTS)

- 1,2 Millions live OTS

- 71,500 engagements

- 13,720 tweets

- 8,963 followers more on Audi account

- 5,266 participations to the contest

- An Important earned media especially with the Auto/Moto openning set-up (TF1 channel)

Source: Argus for Volkswagen Group

1/ Youtube/Facebook and Twitter video teaser (2 weeks before)

2/ PR release announcing the twitter & experiential game upon the PMS (2 weeks before )

3/ Event : 15 days of set-up before PMS openning

4/ PMS -5 days : opening of the dedicated digital plateform : www.audidarett.com + push on every owned social-media plateforms. Tutorial videos and teasing

5/ PMS Media days – on october 4th > live demos in one-to-one with journalists and bloggers

6/ 2 week of event x digital activation during PMS - Each tweet mentionning #Audi #TTdown and @AudiFrance got the car down.

7/ On Sunday 19th, the active twittos participated to a big draw to select the winner of the PMS #dareTT contest

Reward : A 2 days driving experience program with the new TT. From Paris, to the Le Mans Bugatti racetrack (roadtrip to Le Mans, driving sessions, helicopter flight above Le Mans, luxury hotel)

8/ After-show press release to ensure massive media coverage

- 12,4 Millions digital Occasion To See (OTS)

- 1,2 Millions live OTS

- 71 500 engagements

- 13 720 tweets

- 8 963 new followers on Audi account

- 5 266 participations to the contest

- An important earned media especially with the Auto/Moto opening set-up (TF1 channel), 1,2 Million viewer

Sources : Argus for Volkswagen Group, Audi figures