In 2012, Audi celebrated its 500,000 Facebook fan milestone by enlisting Le Mans winner Dindo Capello to “write” the number 500,000 on asphalt with an Audi R8. When the company reached one-million fans across its social platforms, Audi didn’t just want to astonish, they wanted to reward. But how can one brand give back to more than one-million individuals?

The answer was in Audi’s innovative “One Million Reasons” campaign, which inquired fans across Germany to say why they loved Audi and showcased their reasons in a captivating 3D web presentation. Sixteen lucky fans then qualified for an exclusive Fan Drive with the new 550hp Audi R8 V10.

At the heart of the #onemillionreasons social campaign was the Crafted Content Cloud, which enabled Audi to cumulate all stories in real-time tagged #onemillionreasons, optimizing the user experience across all social media platforms, including Facebook, Twitter, Google+ and Instagram, to result in a spectacular 3D space.

The 3D model of the Audi R8 was generated from spherical particles created by WebGL technology.  Each cell represented a reason one of the fans had given for loving Audi. Each individual story was aggregated on The Crafted Content Cloud, creating an engaging presentation that brought Audi fans together and resulted in a masterpiece of collective thoughts.

Crafted’s innovative Content Cloud was the driving force behind the hashtag campaign. The easily navigable platform allowed Audi to track all of its fans’ responses across multiple social channels, enhancing the company’s hashtag marketing strategy and allowing them to deliver an unprecedented digital experience for its devout fans in real-time. Audi was able to reward their supporters in a big way and allow each and every person to be part of the once-in-a-lifetime engagement.


Behind the scenes

Every like has got a reason for Audi brand fans; using WebGL technology, social content tagged #onemillionreasons counts toward building a realtime 3D digital installation of the iconic Audi R8.