PHILLIP McCARTHY
Creative Director, Strategist, Marketer & Storyteller

Challenge: Get Audi fans psyched for another season of IMSA racing. It's just that outside of the hopelessly addicted, IMSA is a little abstract for most people.

Solution: Get people into it by getting people into it. We established an official Audi USA Xbox Live presence and invited all our followers to fire up Forza and take on actual, real-life Audi IMSA driver Dion von Moltke as a regular Friday challenge.

Result: A flood of entries from Audi fans across the globe. Virtual racing against other amateurs is one thing, but going head to head with a pro is quite another. But as we found out, virtual racing can level the playing field.