Create conversation - that was our creative brief for the Super Bowl. The commercial itself would be just one small part of all the pieces needed to create that conversation. But before we could get people to start talking, we needed to get them involved in a deep, engaging way. 

So to unveil the commercial ahead of time, we put it in the hands of the social media world. Audi wouldn't unveil the commercial. People would. We turned to Facebook with a first-of-its-kind game where in order to unlock the commercial people had to assemble all 60 one-second clips of the spot within a set time limit. By the time some guy in Pennsylvania had finally unlocked the commercial, Audi had amassed the most Facebook engagement of any brand in the Super Bowl. 

And now with that engagement in place, the conversation began. The dialogue continued on Facebook and onto Twitter. The hashtag #solongvampires was the most used hashtag on Twitter in the week leading up to the game and during the game itself. And collectively, between Twitter, Facebook and YouTube, Audi had the most social conversation of any brand in the history of the Super Bowl. The campaign generated over 500 million media impressions. And the spot was ranked as one of YouTube's top 10 most viewed commercials of that year.