The Audi Fan Messenger: an LED device installed in an Audi R8 LMS to write fan messages in the air. Collected using an app on various Facebook fan pages, the messages were spread at one of the world’s most famous racing events: The 24 Hour Nürburgring. During the night phase of the race the messages were captured on long-exposure photos and published in an online Audi gallery so fans could share them with their friends.

Over 250,000 fans attended the race, and millions of people in 190 countries saw it live on TV. During the campaign, Audi’s number of Facebook fans grew by 12%, traffic almost doubled and the participation rate within the fan community was above 15%.