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Starting March 18, Audi of America will use an unusual technique to embed the new A4 sedan in potential buyers’ minds: It will ask them to gather nine of the car’s improvements via an online scavenger hunt.
The “Sum of all parts challenge,” which Audi created with Havas’ McKinney + Silver, allows those who gather all of the items to enter a contest for a two-year lease on an A4. The contest is coordinated with a larger campaign coincided to break during the NCAA men’s college basketball tournament.
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