Most of the program unfolded on three character Web sites and a story microsite. The character Web sites were made to be so convincing that the mainstream press sought our actors’ expert opinions on matters related to their fictional businesses. To drive people to these sites and add texture to the storylines, we used small space magazine ads, blogs, RSS feeds, consumer rail, TV, print, out-of-home, wild postings and live events.

We set out to create buzz and excitement around the launch of the A3, translate the buzz into sales that met aggressive goals, strengthen perceptions of the Audi brand and attract young, highly affluent males to compete more aggressively with the Mini and BMW 3-Series.

Over 500,000 people participated in The H3ist. They were highly engaged, spending from four to 10 minutes at each of the three story sites. The H3ist generated considerable buzz, leading to sales that were 15.9% above aggressive goals. We also attracted a younger, more affluent male audience to Audi.

Best described as a “live interactive movie,” The H3ist utilized every possible medium to create a 24-hour-a-day alternate reality. Using actors, character Web sites, blogs, podcasts, e-mails, live events, PR and unexpected applications of traditional media, The H3ist so blurred the line between fact and fiction that our target didn’t just watch the campaign unfold; they actually played a role in it.

Despite a highly defined audience, budget limitations required us to find a cost-effective way to activate this market. We identified a highly influential sub-segment that could drive word-of-mouth. Style-focused, tech-savvy, Web-addicted and a bit detached from traditional media, they gravitate toward content with complex, serial storylines that blur the line between reality and fiction. And they love gaming. So we invited them to participate in an immersive campaign called The Art of the H3ist, using the buzz they generated to engage the broader Audi target.