Case Study: Audi drives national media buzz and social engagement with Gail & Rice experiential marketing

Audi generates 273.3M+ media impressions with Gail & Rice

Audi sought to generate diverse media coverage and social buzz for its 2020 Q3 launch by hosting 60 journalists in Nashville. The challenge was to create an experience that appealed to a "colorfully ambitious" target buyer while providing significant social media value. The vendor, Gail & Rice, was engaged to execute an experiential marketing program to meet these goals.

Gail & Rice created a program under Audi's "Hold Nothing Back" slogan that connected journalists with local Nashville people and places embodying the Q3 lifestyle. The solution included a custom mural, backstage access to Third Man Records, a product immersion at a creative arts studio, stops at local businesses, and a culinary dinner. This approach by Gail & Rice resulted in 67 media pieces, over 273.3 million media impressions, 11.9 million social impressions, and 511 social mentions using the campaign hashtag.

Audi