Audi became the first major brand to achieve Snapchat success, garnering one of the fastest-growing followings ever. Audi gained 10,500 followers and the 15 Snapchat Stories received over 100,000 views. Fans shared the snaps on Twitter, claiming they were the only enjoyable part of the Super Bowl, and 2,400 Twitter mentions reached 37 million impressions. The campaign helped Audi drive the most online conversation of any automaker on game day and comprised more than 30% of online buzz about the brand. Enthusiasm spilled over to other channels, with the Twitter following growing by 2,500 and Facebook fanbase increasing by 9,000.

The 15 snaps were developed by pairing carefully selected photos with clever captions that poked fun at the banality of the typical Sunday and joked about real-time aspects of the game and the halftime show. Despite the fact that it was a digital activation, the process was remarkably low-tech, using only simple photos and a single smartphone, in contrast to other brands’ attempts at “real-time” videos and more complex initiatives. In fact, the team manually accepted 5,500 new followers one-by-one on Sunday, in addition to the 5,000 followers added in the previous two days leading up to the Super Bowl.