We created a premium viewing experience for “PLL” fans by creating fresh programmatic content for the second screen, luring the show’s audience to tune into Audi Snapchat each week. Every Tuesday, fans eagerly awaited the exclusive clues, commentary, puzzles and star access that Audi provided, with buzz building on social media. In addition, the project engaged Pretty Little Liars star Ian Harding to appear live on Audi Snapchat to interact with followers during key episodes. We spread the word exclusively through TV-targeted promoted tweets to fans of the show, bypassing automotive enthusiasts to reach only our intended targets.

Audi successfully influenced its female Millennial target demographic, who make up the vast majority of the “PLL” audience.

Twitter announced it was one of the most successful campaigns ever, performing in the top 2% of all campaigns. A Nielsen Brand Effect study showcased that users who engaged with the sponsored tweets were twice as likely as the average Twitter user to say Audi provides entertaining social media content. Additionally, those users were 13% more likely to have a favorable view of the Audi brand.

During the campaign, Audi gained 115,000 Snapchat followers, breaking 125,000 followers. Snaps consistently received views in the five figures, up to 75,000 per snap and amounting to 9.8 million views for all snaps. Snapchat followers took 187,000 screenshots and reposted them to Twitter, Tumblr and Instagram. Overall, Audi created 487 million Twitter impressions during the season and became one of the top brands on Snapchat.