Audi Experience Dazzles Enthusiasts at Petit Le Mans - Event Marketer

Audi Experience Dazzles Enthusiasts at Petit Le Mans

DB_Audi Petit_2012 Book
Brand: AUDI
Agency: ASC EXPERIENTIAL MARKETING
Awards: EX AWARDS — BEST PRODUCTION OF AN EVENT (CONSUMER)
Year: 2012

Audi’s Motorsport Experience at the Petit Le Mans, an annual sports car endurance race in Braselton, GA, incorporated track sponsorship and hospitality, vehicle displays and regional and dealership events—all to drive home a message about the automaker’s ultra-lightweight technology.

Race fans visited the public Audi Interactive Display, which housed Xbox gaming systems, historic Audi race cars, current products and Audi collection merchandise sales. Attendees interacted with the Audi team and race car and partici- pated in Audi R18 technical discussions, driver meet-and-greets and paddock tours, and interacted with iPad kiosks for further information. A racing simulator fastest lap contest gave guests the chance to compete for access to the Audi pit area during the race, and Audi racing legend Emanuele Pirro was guest emcee. Audi guests got to test-drive the R8; through a social media promotion, two winners won test-drives on the Sebring and Road Atlanta racetracks.

Tickets sold out in less than 30 minutes and merchandise sales were Audi’s best ever. Nearly 98 percent of attendees surveyed were satisfied with service; 95 percent found the event exciting.

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