Audi is continuing its push for the new A3 sedan with a social media campaign, #PaidMyDues, where people can post personal stories to platforms like Twitter, or Instagram around themes of creativity, courage and triumph.
The campaign follows the March advertising launch that aligned the car with the idea of paying one's dues. That campaign had successful people like Ricky Gervais, chef David Chang, photojournalist Lynsey Addario, and gold medal boxer Claressa Shields embodying that idea.
The crowd-sourced #PaidMyDues effort hits the Web next Wednesday with a live-streamed event on a dedicated Audi Web site where the best of the stories will be enacted through elaborations by artists, musicians, comedians, and creators in design, technology, food, and film.
The webcast, to be hosted by comic and TV host Nikki Glaser, will run from 2 p.m. to 8 p.m. with the submitted ideas coming out as songs, comic strips, rap, sketch comedy, film, art, food, or whatever milieu happens to be the area of expertise of the participating artists.
A spokesperson says a team at Audi will look at the submissions and select the best of them. In the effort -- via Brooklyn, N.Y.-based Huge Inc. -- the selection, haggling among artists and creators, and the actual creation of the ideas will happen in real-time.
The six-hour social program will happen at Santa Monica Airport’s Hangar 8. The participants include creators in electronic chiptune writing (Ben Landis); improv and standup (Upright Citizens Brigade); graffiti (MadSteez); hand-carved letterpress illustration (Church of Type) and comic book creation (Jim Mahfood). The creations produced will be auctioned off for charity through eBay Giving Works.
“We are basically going to have two people monitoring real-time conversations and looking at those stories through a filter of ‘uncompromised,’” says the spokesperson. “They will select them in real-time and a runner will literally take those ideas to the artists on pieces of paper and the artists will pick and choose which works best for them. Viewers will see it played out and [Glaser] will be guide to what’s happening.” She says Audi will tout the program on social, its Web site, and via PR.