Gail & Rice
original. experiential.
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Audi: Q3 Media Drive

Audi: Q3 Media Drive

The Challenge

Audi wanted to generate diverse media coverage for the 2020 Audi Q3 by hosting 60 lifestyle and automotive journalists in Nashville. In addition to giving journalists the opportunity to drive the vehicle for the first time, the experience needed to have social media value. It had to generate national media coverage while creating a buzz within the city. And, it had to appeal to the "colorfully ambitious" target buyer.

The Idea

Under Audi’s "Hold Nothing Back" launch slogan, we created a program that brought excitement to the city of Nashville by connecting journalists with local people and places that embody the Q3 lifestyle.

No Kings Collective: Created buzz with a custom mural in downtown Nashville featuring the Audi Q3.

Third Man Records : Backstage access to Jack White’s innovative record store/novelties lounge/photo studio/live venue. The experience included a panel discussion with three local creatives and a concert by Fletcher in Third Man's Blue Room.

White Avenue Studios: This modern creative arts studio served as the location for the Q3 product immersion.

Truebee Honey & ABLE Clothing: The Q3 drive experience included stops at local businesses to meet Nashville’s thriving entrepreneurs.

PROOF Culinary Series: Journalists participated in the Nashville stop of Audi’s culinary dinner series which will travel to four cities and feature chefs from the James Beard Foundation’s Women’s Entrepreneurial Leadership Program.

The Result

  • 67 pieces of media coverage

  • 273.3 Million + media impressions

  • 11.9M+ social impressions on Twitter

  • 511 social mentions using #ThatQ3Life

Media Quotes:

“Nashville’s known for their murals and the latest is in partnership with Audi and a duo out of Washington DC — No Kings. Not only did they create a vibrant visual just steps from Nashville’s Printers Alley, but they also translated right onto a 2019 Q3. Audi’s focus with the Q3 is to “Hold Nothing Back” and decorating an entire wall in the heart of Nashville makes it all feel so limitless.”

– Por Homme

"But because a car is not just a car, it's an identity, Audi planned a few days for press in Nashville so people could get to know the spirit of the car .... To illustrate this, Audi took us on a winding route through the city and then an hour outside it - to an apiary, to a sustainable fashion store, and of course to barbecue. The grand finale was a performance by the singer Fletcher at Jack White's Three Man Records studio."

– The Cut

“The second-generation Audi Q3 is, without a doubt, made for the hustle generation. Its redesign with all-new powertrain, standard quattro® all-wheel drive, and bold new features helps entrepreneurs hold nothing back—on the road and in their industries.”

– Just Luxe