Audi sought to generate authentic word-of-mouth excitement around the 205 mph R8 by offering consumers a deeply personalized, high-performance driving experience aligned with the brand’s “Live to Drive” TV and social campaign.

KRo Events designed a month-long program featuring six waves of consumers and one wave of press, each hosted in a premium Airbnb property paired with curated drive routes in Nevada where there were no speed limits. Guests participated in technical demonstrations, including drifting, and received performance briefings from professional instructors. Evening hospitality included chef-prepared meals and activities tailored to each guest’s interests, ensuring a seamless luxury experience. Subtle branded touches and personalized gifts reinforced the emotional connection between guest and vehicle. KRo also coordinated all logistics, permits, safety protocols, and planning with the client and agency teams. The program delivered high-impact storytelling and authentic advocacy, making the R8 experience memorable, intimate, and socially shareable.