No stranger to innovation, Audi once again managed to uniquely distinguish itself in a crowded field of event activations—this time for the FIFA World Cup. To do that, the car brand erected a massive LED scoreboard using—what else?—the headlights of 28 of its A8 flagship sedan.
With 45 shipping containers stacked together to form a 40-foot digital scoreboard, the revolving Hollywood Squares-style installation, built along the shores of Brooklyn's Greenpoint neighborhood at a fenced-off industrial site near the mouth of the Newtown Creek, is the first of many soccer-related activations the German automaker has planned as part of its commitment to help raise the profile of the sport in the United States.
The scoreboard kicked off with the results of the U.S.A. versus Ghana match and will be live through July 14.
Visible from miles away, not to mention from an airplane, the LED scoreboard's digital clusters are made up entirely by the LED headlights of the vehicles (valued at $2 million total) and projects the day’s soccer results live. But despite its location, local Brooklynites are unfortunately unable to view the scoreboard from their turf—having to journey to the Manhattan side of the East River in order to view the pricey promotion.
Beyond the World Cup project, Audi AG is also a partner and part owner of the Bayern Munich soccer team and sponsors the Audi Football Summit, which culminates at the end of July with a match against Mexico’s Club Deportivo Guadalajara at Red Bull Arena in New Jersey.
“Audi is proud to bring the passion of international soccer to the shores of Manhattan with a fun, eye-catching LED installation,” said Loren Angelo, director of marketing for Audi of America. “As the U.S. appetite for international soccer grows, Audi will continue to bring fans exciting activations that enhance their soccer experience.”