For the purposes of this execution, Canadian broadcast regulations regarding branded content were not applicable. However, we did have to adhere to several restrictions and local by-laws in relation to experiential and outdoor advertising (which are relatively strict compared to other jurisdictions). Adherence to all government rules and permit requirements related to filming in a public setting were also followed.

Audi prides itself on innovation and craftsmanship so every component of the execution had to live up to those ideals. To that end, we custom fabricated model year accurate body shells using white light scanners and 3D printers. We commissioned world-class designers to handcraft the track and every model on it. And in integrating live in-car cameras for streaming video, and drive-by-iPad controllers, we achieved yet another innovative world first in the sport of slot car racing.

The Audi buyer not only appreciates the detail and the lengths we went to achieve them, they expect it.

Coverage of the event and documentary appeared on Fast Company, Mashable, Techcrunch, Engadget, Devour, PSFK, Road & Track and AutoBlog among others.

Since launch, the documentary has been viewed over 185,000 times resulting in 2,775,000 minutes worth of time spent with the brand. Estimated earned media impressions total 4,671,156. Internally, the first screening of the film was greeted with a standing ovation and the piece is being held up at headquarters in Germany as a surprising and beautiful piece of integrated brand content.

Perhaps most importantly, in the 4 weeks following launch the campaign contributed to a 209% increase in Facebook fans and most importantly, a 30% increase in sales for Sept-Dec 2012