Audi #onemillionreasons

Audi #onemillionreasons

A real-time 3D installation that captures a million fan-generated reasons to love a brand.

by Audi AG

See the full experience

The Story

To celebrate its 500,000 Facebook fans, Audi Germany enlisted Le Mans winner Dindo Capello to "write" the number 500,000 on the asphalt with an Audi R8. That was back in 2012. Now, the brand has more than one million fans on its social channels, and it wanted to reward them like never before. Its "One Million Reasons" campaign asked fans across Germany why they love Audi and showcased their reasons through a stunning 3D web experience. Sixteen of those fans qualified for an exclusive Fan Drive with the 550hp Audi R8 V10.

  • Audi #onemillionreasons
  • Audi #onemillionreasons

The core of the engaging experience is a 3D model of the Audi R8, generated from spherical particles, created using WebGL technology. Each sphere represents a reason one of our fans has given for loving Audi. First fans shared their reason why they love Audi with the hashtag #onemillionreasons on their social channels. We aggregated all stories in real time into an immersive 3D space. Fans can share their reason, visualized as a piece of art via their social media channels, or keep it as a wallpaper.

The Technology

  • FB Promoted Posts
Geo APIs
  • Facebook Ads
  • Google+
  • Facebook
  • Twitter
  • Instagram
  • Pinterest

The Results

Launch date: August 7, 2013

The interactive web experience enables people to see through the eyes of Audi fans and discover the stories behind their love for the brand. We're proud thousands of our fans decided to share their individual reasons and stories via their preferred social media channels for a chance at an unforgettable experience—the Audi R8 Fan Drive.


WebGL-based web experience in Auto


Mins average time spent exploring fan reasons


Audi R8 V10 Fan Drives

The Team

Razorfish Germany
  • Carsten Lindstedt, Creative Director
  • Kathrin Stieler, Social Strategist
  • Jakob Lips, Social Concept Developer
  • Maarten Boon, Creative Director
  • Brian Bourke, Executive Producer
  • Daniel Lewis, Lead Developer

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