Generate buzz within Italian young adults about Audi A1 launch through an unconventional strategy. Create a social-media based community and drive it to a car presentation event in Milan.


“Audi A1 is the first car you can remotely drive with your iPhone”. A fake piece of news that conveys the new model’s features through fake newspapers’ front pages, apps and events on Facebook, Twitter profiles, a dedicated blog, fake scoops and tutorials on YouTube, infiltration in major car-related blogs and forums. Until the final unveiling: a night during which everybody could drive the car with an iPhone… playing with Beat Driver, an iPhone game where you drive an A1.

Over 12,000 contacts were collected. The campaign ignited tons of comments, conversations and on line debates.