Designed to have the feel of a moody FX drama, and created in partnership with the network, the campaign "Untitled Jersey City Project" is a thriller set against a backdrop of hushed conversations, political intrigue and unscrupulous tycoons. But the main mystery for viewers to solve is the fact that Audi is behind it.
The campaign consists of eight roughly two-minute-long episodes that have been airing on Sunday nights on FX, culminating this weekend. The bulk of the paid media spend went toward teasing the series with a trailer that aired during the Emmys and early NFL broadcasts and during movie previews through a partnership with two cinema properties this fall. There was also an online syndication strategy to distribute the content on auto and entertainment sites, and also to conduct blogger outreach to build up organic viewership...... Read more.