Audi's Realtime Interactive Billboard

Today sees the German launch of the user-generated content ‘One Million Reasons’ microsite, visualizing one million reasons people love Audi, as a thank you to fans of the brand.

 
Razorfish Germany, who conceived the creative idea with Audi, and creative production company Minivegas, who managed the WebGL technical production for the campaign, were tasked with creating an interactive and engaging web experience, which would allow Audi to find out more about, and reward, its fans, aggregating tagged content from fans’ social media channels, in a beautiful and unique way.

 
The core of the experience is a 3D model of the latest Audi R8, generated from individual, spherical particles, created using WebGL technology. Each individual sphere represents a reason someone has given for loving Audi.

 
Whenever a fan of the brand takes to social media to tag text or images as a reason they love Audi, using the hashtag #onemillionreasons, this information is gathered and visualized in the 3D space. Consumers can then find their unique, one in a million, particle of the model and share this, visualized as a piece of art, via their social media channels, or keep it as a wallpaper.  With this campaign, Audi gives fans the chance to win an Audi R8 drive.
 

Maarten Boon, Creative Director and Partner, Minivegas, commented: “The biggest challenge for us on this project was to combine real-time, social media generated content with the slick and sexy visuals that you would associate with an automotive campaign.
 

“We see interactive billboards as a strong trend in the future, both online and offline.  This campaign demonstrates that it is possible to create something uniquely relevant to each member of your target audience, whilst refusing to compromise on premium design values.”
 

Credits

Agency: Razorfish Germany
Production company: Minivegas
Social Aggregation: Crafted
 

Razorfish
Creative Director: Carsten Lindstedt
Social Strategist: Kathrin Stieler
Art Director: Frank Lazik, Malte Gruhl
Screen Designer: Julian Kraske, Paul Svoboda
Concept Developer: Anna Dressler, Frank Vogler, Lena Felixberger
Account Manager: Nina Peis
Project Manager: Lukas Kammerer
Technical Director: Chrizz Gelbach
Frontend Development: Martin Krause, Pascal Knoske
 

Minivegas
Creative Director: Maarten Boon
Executive Producer: Brian Bourke
Lead Developer: Daniel Lewis
Lead 3D Artist: Sergio Pinto