A multi-platform art event sponsored by Audi to promote their new A3. A3 retains the trappings of the high-end brand but is “affordable” to younger consumers and could best be communicated in two ways: live online, and through edgy visual art and music. The event centered around a thematic hashtag, #PaidMyDues, a call for content to which some 2,300 social media users responded with tales of life challenges overcome. Throughout the event a dozen or so creative artists, working in painting, drawing, printing; cooking, skateboarding, deejaying; video, comedy, fashion, technology, and live music. The event was live broadcast for eight hours during which we coordinated prerecorded and live media playback on thirteen 18,000 lumen projectors and live streaming. Part of the system included the live tweet board where messages would be received and reviewed for appropriateness and then posted.
