Audi

Art of the H3ist

Before Facebook, there was the Heist

In 2005, we sold the Audi A3 as "What's Next" in a pioneering social media campaign. At the center was the unexplained theft of the first A3 to reach America. After a 90-day, 24/7 online/offline alternate reality experience that was as much fantasy as it was real life, the mystery was solved. "Art of the Heist" was also the most broadly awarded U.S. campaign that year.  

The whole marketing campaign has included so many risky and untried elements that Audi had to employ a full-time lawyer as part of the ad team.
David Kiley
Bloomberg Business, 5/15/05