How Audi Created the World's Biggest World Cup Scoreboard

Guerrilla marketing worth at least $2.1 million

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Anyone who remembers when Ikea installed living rooms inside of bus kiosks or Red Bull’s Nascar racing team set up a pit stop in the middle of Times Square knows that New York is the place for a high-impact guerrilla-marketing stunt.

But the latest contribution to this branding pantheon—Audi’s Giant LED Scoreboard in Brooklyn—shows just how high the bar of entry has been raised for brands that want that kind of street-marketing cred. In the 1980s, legendary adman Jay Conrad Levinson explained that guerrilla marketing worked because it was surprising, easy and inexpensive.

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