The task

The first Audi Sport Facebook Live Day

Facebook Live – the popular social video tool – is frequently used to provide exclusive insights and up-to-date information for fans. The DTM and Audi Sport TT Cup finale 2016 in Hockenheim was the perfect event for Audi Sport to use this communication channel a whole day for topical coverage and to reach out to their own fanbase in a new way.

In cooperation with our colleagues from brands and emotions, we came up with a concept that would give fans the opportunity to follow the racing action via Facebook Live first-hand and provide an exclusive glimpse behind the scenes – always maintaining the professional standard of Audi Sport.

The idea

Live, exclusive and behind the scenes

What was required was an extensive concept filled with background information, race drivers and celebrity guests – a concept that above all had to be meticulously planned. The aim of the Facebook Live Day was to provide Audi Sport fans with new insights from behind the scenes of the motorsport world.

We came up with a detailed program schedule including several different locations around the racetrack in order to give the viewers a lively first-hand experience of the DTM season finale in Hockenheim. Therefore, our setup was focussed on broadcasting from the pit lane as well as from the fan area and/or from the VIP Hospitality – but always with a high-quality coverage in picture and sound.

The realisation

Interactive exchange and contact with experts

Throughout the day, our team – consisting of camera crews, director, editors, host, presenter, reporter and vision mixer – produced 4 Facebook Live sequences. They contained the latest footage from the track, from the pit lane or the fan area. In addition, we added 20 pre-produced clips in total to the 20 to 30-minute sequences. The result: an extremely varied but highly topical coverage, which was completely new to Audi Sport.

Over 15 guests – including 9-times Le Mans Champion Tom Kristensen, Audi DTM pilots Mike Rockenfeller and Adrien Tambay, Audi Sport ambassador Marco Werner, Audi Sport TT-Cup Champion 2016, Joonas Lappalainen, the band Glasperlenspiel or actor Jimi Blue Ochsenknecht – provided expert knowledge, opinions and unique insights into the world of racing.

The result

Our conclusion: Successful premiere!

Having reached over 10 million people and more than 1.7 million views, this format resulted in an incredibly successful premiere. An outstanding success for all parties involved. We are looking forward to the next Facebook Live Event that we have the privilege to turn into action!