For the past 4 years Audi has used the Super Bowl as a way to raise awareness of the brand as its momentum continues to grow in the US. In its fifth year in the big game, Audi faced its biggest challenge ever with the most automotive ads ever in a Super Bowl. To break through all of the big budgets, big noise, and big game traditions, Audi needed to be simple, salient and water-cooler worthy. So we built the campaign around the brand's most recognisable feature: the LED headlights. Using the big stage of the Super Bowl we sparked a pop-culture-puncturing conversation around this signature Audi technology. The campaign was rooted in the 3 major social platforms (Facebook,YouTube & Twitter) and was capped off by the simple yet suspenseful story of the power of Audi’s progressive technology.

Knowing that Audi has one of Facebook’s most engaged fan bases, we started the campaign there. 10 days before the Super Bowl, an app-based interactive game, 'Race The Light', was launched there. The first person to beat the game was responsible for leaking the spot to YouTube. As the video spread through the social graph, the hashtag at the end of it sparked a conversation on Twitter. Before kickoff, the spot had already garnered over 4m views on YouTube. Once the spot aired at the end of the first quarter, it created a real-time record setting Twitter trend, thanks its prominently placed and conversation-provoking hashtag.

It was Audi’s most successful Superbowl campaign ever. It landed in the top 10 across the major polls, beating out Superbowl stalwarts like Coke, Pepsi, Budweiser, and Chevy. The brand’s social channels saw records levels of engagement and buzz - in fact, #SoLongVampires was the most-used brand hashtag of the Superbowl. Also, Audi had the most engaged fanbase of any Superbowl advertiser leading up to the game. Audi turned the 60 seconds on that Sunday into a wave of buzz and conversation, further propelling the brand’s ever increasing momentum.