Audi Q3 Media Drive
Painting the Town with Q3: How We Immersed Media into the Lifestyle of Audi’s ‘Colorfully Ambitious’ Target Buyer
Audi wanted to generate diverse media coverage for the new 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, generate national media coverage and create a buzz within the city.
In the spirit of the ‘Colorfully Ambitious’ customer, we connected journalists with local people and places that embody the Q3 lifestyle.
The experience included backstage access to a performance at Jack White’s Third Man Records, an immersion at an art studio, stops at exciting local businesses and the creation of a custom mural in Nashville, featuring the Q3.
The program resulted in:
67 pieces of media coverage
273.3M+ media impressions
11.9M+ social impressions on Twitter
511 social mentions using #ThatQ3Life
