Audi has lots of fans on the social web. On Facebook alone Audi Germany has already reached the one million milestone. And across other platforms they also enthusiastically express their passion for the brand. The aim was to show the appreciation for their passion and loyalty and elevate it to the next level. And to spread this enthusiasm across the social web using the resonance of each fan’s love.

The #onemillionreasons platform is a social interpretation of “Vorsprung durch Technik”. Contributions from different social networks can be explored freely within one digital space. The visitor navigates from reason to reason through a 3D model of the Audi R8 using WebGL technology — directly in the browser without extra plug-ins. Fans can also experience #onemillionreasons from any mobile device via a 2D streaming version. Finally, the most exciting stories are rewarded with a real live Audi R8 driving experience.

• Establishment of a long-term and standalone platform, that excites users online and in real life

• Average of about 3 minutes time spent

• 50 Million impressions during the first 6 weeks

• 16 fan drives as real experiences

• Recognition for the innovative technological implementation

• New insights about the fan’s motivation, day by day