Audis were the slick automobiles of choice in the recent Hollywood blockbuster Iron Man 3. Huge teamed with Marvel Comics to create an immersive and interactive experience to coincide with the movie’s release called “Steer the Story.”
The experience gave Iron Man fans the chance to create their own comic books using a flexible storyline, dialogue and illustrations. Every few days, fans got to choose what happens next, and the comic unlocked with their chosen story. This all led—in true superhero fashion—to a climactic final battle: a grand finale of fan participation where we asked users to draw/photograph/create the scene themselves.
Our mandate as Audi of America’s Social Media Agency of Record is to engage the brand’s key audiences and drive sales with bold, best-in-class initiatives that support Audi’s larger marketing efforts and partnerships. “Steer the Story” did just that.
The month-long campaign received 28 million impressions on Facebook and Twitter and generated more than 4,500 organic conversations. Initially limited to North America, “Steer the Story” was so successful that Audi green-lit it worldwide. Shortly after, Luxury Daily named it one of the top digital brand campaigns of 2013.