Case Study: Audi launches the e-tron Sportback safely and virtually with Gail & Rice

Audi delivers e-tron Sportback to media in 3 cities with Gail & Rice

Audi faced the challenge of launching its new e-tron Sportback model safely during a global pandemic, requiring a move beyond traditional drive events. The automaker turned to vendor Gail & Rice for an experiential marketing solution to bring the soul of the new all-electric vehicle to life virtually.

Gail & Rice designed an integrated virtual campaign centered on Audi’s partnership with the LEE Initiative. The solution included a documentary film, an interactive cooking event led by a chef and an Audi executive, virtual press briefings, and a remote product immersion. Journalists received sustainable recipe kits and had vehicles delivered to their homes for test drives that highlighted the nonprofit's work. Gail & Rice successfully generated media engagement for the new model launch under difficult circumstances.

Audi