In automotive, driving is believing. But over the decades, little innovation had been applied to the traditional test-drive. To promote the new Audi A4 we set out to change this; to reinvent the test-drive and let consumers put the road hugging capabilities of the 2013 Audi A4 to the test in a new and unexpected way, while highlighting Audi innovation and precision craftsmanship.

To succeed, we had to connect with consumers who are thoughtful, logical and rigorous when they shop – more so in this category. Their strong sense of self and desire to be different line up perfectly with the brand, but require communications to work much harder.

Our solution was a one-of-a-kind interactive installation that put drivers directly behind the wheel of custom fabricated 1:32 scale all wheel drive slot cars for a heart-racing run around a 140 sq. ft., handcrafted all-season test track – using the world’s first iPad-enabled slot car controller powering it all.

Augmenting the gaming feel of the experience, live video streamed directly from POV in-car cameras hidden inside each slot car to the custom iPad app controller in each driver’s hands. The app was also used to control vehicle acceleration with a simple thumb control. At the conclusion of each test-drive/race, participants could also sign in and share their video through Facebook or Twitter.

For the 2-week event, we generated over 800,000 experience impressions and 3,932 drivers ‘got behind the wheel’, a 4,525% increase over avg. # of test-drives for a top dealer in the same period.

Coverage appeared on Fast Company, Mashable, Techcrunch, Engadget, Devour, PSFK, and Road & Track among others.

In the 4 weeks following, the campaign contributed to a 209% increase in Facebook fans and most importantly, a 30% increase in sales for Sept-Dec 2012 vs. 2011.