When Audi wanted to demonstrate the control of the Audi Quattro, it decided to create a miniature race track with shrunken Audis for people to race. The cars could be controlled by iPads held by members of the public who were up for the challenge.
Given that the advertising team were challenged to "demonstrate the brands famous road-hugging capabilities in an innovative way" according to the site, this technique suited the brief perfectly. This is an engaging example of promoting the Audi driver experience to potential customers and people who might not usually interact with the brand.
By creating a fun atmosphere and a buzz around its new product,the Audi Quattro, the brand has scored a hot marketing campaign. Have a look at the video to see how well these Audi fans handled the challenge.