Unfortunately, I am a little late with my post but I got wrapped up in a book more on that another day....
We've had an executive shift in my office and the new executive director has a lot of different ideas and is keen to fully integrate social media into our everyday public education/awareness activities. When I mentioned that I was taking courses to learn more about social media and how to create a business strategy using social media, she mentioned having seen an innovative use of SM for the launch of the Audi A3. So I went on the hunt.
Audi used social media and instant news reporting in a landmark move to promote the new A3 which began with a late-night heist. The "story"included surveillance footage, news reports, special investigators, TV commercials, posters seeking public input; eveything you could think of, all available online, in print, and via mass media. Bloggers worldwide heard about the heist of the A3 and the "story" went viral. I'm not going to give too much away because you really should watch the video below. But think interactive spy movie, Audi was actively engaging the public in seeking the missing A3 through ingenious multi-media cross platform advertising.
I think because of the format in which Audi presented the theft of the brand-new-state-of-the-art-not-yet-available-in-North-America A3 it became a thrilling story which people were following with fervent anticipation. The impact the launch of the Audi A3 had was such that 5 years later there still really hasn't been anything like it.
If you'd like to watch the case study about "The Art of the H3ist" I've included here, but you can also visit the ad company's website, http://www.campfirenyc.com/, to check out some of their other work.
Audi Case Study from Campfire on Vimeo.
On another note I love the CampfireNYC website, again, it's super innovative and unlike any other site I've seen. These are definitely people who know how to think outside the box
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