Last week, Audi switched on the lights in its titanic installation on the Brooklyn waterfront. The “scoreboard”—which will display top World Cup results for the rest of the month—is actually a grid of shipping containers, nine columns of them stacked five rows high. The scoreboard stands 40 feet above the River level. A showroom-new Audi A8 sits inside each open-ended container. With the cars’ headlights turned on (plus a little bit of dramatic red backlighting), the containers form two massive “8” configurations that resemble a digital clock.
The installation is connected via 2½ miles of cable, which connects the relay boards for each car’s LEDs to a central controller located on-site. An operator sits out there with a computer, making sure that the scores are accurate.
The board is placed in such a way that the entire East coast can see it. This is a massive investment from Audi’s side for the high buzz guerilla marketing tactic. Well, I suppose it ought to get bigger and better each year or nobody is going to turn their heads to watch you in the flood of spotlight hungry marketing.
Well done. We see how amazing your headlamps are. Yes, we do. Actually, we always did.