Audi A3 Sedan
Americans may be able to see their personal stories of perseverance and achievement against the odds rendered in the form of a comedic sketch or a short film, a song or even a 3-D-printed sculpture, if they participate in a crowdsourced social-media spectacle sponsored by Audi that will be webcast live on May 7.
Or, as a Forbes.com contributor put it, “Want to see your life turned into art? Tweet about it and Audi could make it happen.”
Drawing attention to the “Uncompromised” positioning of its new Audi A3 sedan, Audi of America is inviting participants to use Facebook, Twitter and other social-media sites to submit their stories of ingenuity with the hashtag #PaidMyDues. An Audi panel then will select the most compelling stories.
And for six hours on May 7, at an airport hangar in Santa Monica, Calif., Audi will host a diverse group of creators who will apply their gifts to artistic interpretations of those stories. The stable of talent will range from freestyle rapper Oddisee to award-winning chef Red Medicine, from Oh Yeah Wow, a group of animators and filmmakers, to a stand-up comedy troupe, Upright Citizens Brigade Touring Company.
“We may select one tweet from a participant and have two different artists creating something different about it in real time; you could have a comic artist interpreting it and a chef turning it into an actual creation of food,” explained Anna Russell, Assistant Brand Manager for Audi of America. “It will be unusual to get so many different artists’ takes all at the same time.
“We’re excited to see how all the different collaborators work together, approaching each person’s story in a unique way.”
The idea of exceeding expectations and overcoming odds, of course, is central to Audi marketing of the A3, a new sedan with a starting price of just $29,900 -- but executed fully against the expectations that American premium consumers have for a luxury sedan. Audi has launched a new national advertising campaign featuring achievers who have #PaidMyDues to achieve “uncompromised” success.
“This event will recognize those unsung heroes that embody the dauntless spirit of what it means to pay their dues and succeed, just as the all-new A3 refuses to compromise on top-level performance and luxury,” said Loren Angelo, Director of Marketing, Audi of America, in a news release.