Everybody knows that Audi is the luxury vehicle of choice for none other than Iron Man himself. So to coincide with the release of “Iron Man 3”, we teamed up with Marvel Comics to create an interactive experience for both Audi and Marvel fans called “Steer the Story.”

Every few days, we’d ask the Audi social community to choose what happened next in Iron Man’s epic battle against Blizzard. Their choices culminated with—in true superhero fashion—a climactic battle royalé of fan participation in which users got to draw/photograph/create the final scene themselves. Finally, one lucky winner was chosen to have his drawing recreated by actual Marvel Comics artists.

The month-long campaign received 28 million impressions on Facebook and Twitter and generated more than 4,500 organic conversations. Initially limited to North America, “Steer the Story” was so successful that Audi green-lit it worldwide. Shortly after, Luxury Daily named it one of the top digital brand campaigns of 2013.

Obviously, we’re looking forward to doing it all over again someday for “Iron Man 53.”

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