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Le Mans is the most grueling 24-hour endurance race in the world. But it's not a big deal in America. Video games are. To bring the thrills of Le Mans to America, we created the first 24-hour online endurance race on the driving game Forza. When Le Mans started in France, Le Forza started in San Francisco.
Broadcast live on Twitch (before brands knew what Twitch was), Le Forza had 1 million organic views, which was 25x the American viewership of the real Le Mans.
The success of this activation convinced Audi to fully sponsor an esports team: Mashable
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