Creativeland hosts 24-hour online race for Audi in India

The event, which ran at the same time as the 24-hour race in Le Mans. France, was designed to build interest in the annual event, and in the Audi R18TDI racing team which is a regular winner there. It also highlighted that car's ultra-lightweight technology.

“Audi had been winning at the Le Mans almost every year,” Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, said.

"But other than die-hard motor enthusiasts, few people knew about it in India. Our objectives were to get as many Audi fans in the country to know about Audi’s legacy at Le Mans, garner as much support for the team, and impart knowledge on a feature or two of the car."

The website urged visitors to literally push Audi to victory in the event. They were greeted with the message 'Audi is participating at the Le Mans 24-hour. Blow into the microphone to show your support and participate', along with a visual of the back of the R18 on the racetrack. Blowing into the microphone pushed the car forward 50 (virtual) metres.  By the end of the real race, the virtual car had traveled 60,190 km.

"What was interesting is that a lot of people from the four-million odd global fan base also participated in this blow-race. It’s all part of the larger plan of building the Audi aura in India. Our endeavour has been to reflect Audi’s technological superiority at every touch point we create," Raj Kurup said.