Challenge
This is the story of Joanna McCoy. One morning she tweeted @Audi I #WantAnR8. And then she tweeted it again and again. Joanna’s tweets could have been met with a “Thank you” reply and that would have been the end of that. But that’s not how we roll. Instead, Catalyst identified this as a prime opportunity to surprise and delight a diehard Audi fan with the experience of a lifetime!
Solution
Transforming Twitter Strategies for Audi We showed up unannounced at Joanna’s front door, surprising her with the gift of a brand new Audi R8 for the weekend. Joanna’s experience was, in her words, “Amazing! Absolutely amazing!” Then we started telling other Audi fans about Joanna’s special weekend and launched the official #WantAnR8 Twitter campaign, giving users the chance to get behind the wheel of an Audi R8 simply by tweeting.
Results
The campaign reach was in excess of 100+ million and the response was nothing short of “absolutely amazing.” Most successful campaign in Twitter’s history. (Twitter, May 2012) 100 million+ impressions. 100K hashtag mentions – the most EVER. Tens of thousands of Twitter replies. Most replies in the automotive segment EVER. Organic celebrity endorsements, including Serena Williams. 68% engagement rate for a single tweet. A world record.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.