We quickly learned that people with an Audi love two things: their Audi, and where there Audi lives.

So we put the word out for owners to post pictures of their Audis, using the hashtag #50StatesofAudi and indicating where they live. What we thought would be a quick, fun little social play turned into an extended campaign thanks to a blizzard of thousands of submitted photos, which garnered fantastic personal engagement over its initial 12-month duration. Brand enthusiasts got to share their pride and passion for their cars, and we got to have fun with state facts. Each time we posted a new one, we’d get deluded with new photos from fellow owners.

It’s possible people still submit today…to be honest, as the person who was initially responsible for curating them, I’m scared to look.