Last year, Audi kicked off an innovative campaign to draw attention to its flagship R8 sports car. When an Audi fan in Washington, D.C. tweeted with a hashtag of #WantAnR8, Audi decided to surprise the lucky fan and delivered her an R8 to use for the day.
Thus a marketing campaign was born, and fans of the four-ring brand were encouraged to tweet with the same hashtag, for the chance to win the use of an R8 for the day. Since then, the #WantAnR8 hashtag has been used some 75,000 times.
Recognizing a good thing when they see it, Audi is bringing back the same campaign for 2012. Starting today, residents of the 50 United States and the District of Columbia who want to drive an Audi R8 (and meet eligibility criteria) can enter simply by tweeting why they want to drive an R8 and including the #WantAnR8 hashtag in their message.
The current contest runs through October 29, 2012, and is divided into four periods. Two winners will be chosen for each period, and the winner will get a choice between driving the R8 on track at the Audi Sportscar Experience in Sonoma, CA, or having an R8 delivered to his (or her) doorstep to use for the day.
Winners will be chosen by a panel of qualified judges, based on the creativity and originality of their tweet (34-percent of the score), the quality of the conversation developed by the tweet (33-percent of the score) and the use and quality of multimedia in the tweet (33-percent of the score). While this eliminates luck, it seems to favor those with a significant number of followers.