Above is the final video showing the winner of the new A3 Sportback from the Audi A3 Exchange.
We came up with the Audi A3 Exchange campaign to launch the new Audi A3 Sportback. Entry was via a microsite and people had to select whether they wanted the exchange to happen in #CT, #JHB or #DBN. People could vote for their preferred city by tweeting #AudiA3Exchange and #CT, #JHB or #DBN. Within a few hours of the campaign going live, #AudiA3Exchange was trending on Twitter. Below are some of the stats from the campaign so far.
• Over the 3 week campaign period, 11 310 people entered to exchange their own car. 82% of which drove our direct competitors cars.
• We generated over 50 437 tweets about the campaign.
• We increased our Twitter following by 68% within the 3 week campaign period.
• We had 56 730 total video views of the Audi A3 TVC on YouTube.
• We generated R3 116 654 worth of earned media.
• And, most importantly, for each week the campaign was live, we received more than 100 test drives a week.
To have a closer look at the new Audi A3 or book a test drive go to http://www.audi.co.za/za/brand/en/models/a3/a3-sportback.html
What was the process or algorithm to choose the three finalists? Initially there were four contestants… What happened to the fourth contestant?