Audi Promotes 2015 A3 Sedan With Crowdsourced Stories Of True Grit

Want to see your life turned into art? Tweet about it and Audi could make it happen.

The German automaker is collecting compelling stories of triumph over adversity via social media to feature in a new marketing campaign that promotes the 2015 Audi A3.

Starting today, anyone can submit their personal story via Facebook, Instagram, Twitter, Vine and other social media with the hash tag #paidmydues. The most inspiring ones will be reinterpreted and re-imagined by a group of artists, musicians and comedians during a six-hour event on May 7 at Santa Monica Airport’s Hangar 8. Comedian Nikki Glaser will host a live webcast at

The list of creatives includes graffiti artist Steetz, freestyle rapper Oddisee, comedy troupe Upright Citizens Brigade, chef Jordan Kahn, comic book creator Jim Mahfood, DJ Dam-Funk, and animators Oh Yeah Wow, among others. Their creations will be auctioned off for charity through eBay Giving Works after the event.

Audi hopes to draw a parallel between people “paying their dues” to achieve their goals and the all-new A3 sedan, which “breaks the boundaries and raises the bar as to what is expected out of entry-level luxury vehicles,” according to a press release announcing the marketing campaign.

“This event will recognize those unsung heroes that embody the dauntless spirit of what it means to pay their dues and succeed, just as the all-new A3 refuses to compromise on top-level performance and luxury,” Loren Angelo, director of marketing for Audi of America, said in the press release.

The #paidmydues initiative is part of a larger “Dues” ad campaign that debuted earlier this year to support the launch of the 2015 Audi A3 sedan. It features well-known individuals who have overcome odds to achieve success. They include comedian Ricky Gervais, celebrity chef David Chang, photojournalist Lynsey Addario, comedian Kristen Schaal, and boxer Claressa Shields, among others.

Until recently, the A3 was the black sheep of the Audi family, a money loser that wasn’t sufficiently differentiated from the Volkswagen Golf on which it is based. But as luxury automakers increasingly seek to attract younger buyers, they’re spicing up their most affordable models—or in Mercedes-Benz’s case, introducing entirely new ones such as the CLA-Class.

With a starting price of $29,900, the 2015 Audi A3 sedan goes head to head with the Mercedes CLA, which has created a lot of buzz. A convertible A3 and a plug-in electric version called the A3 Sportback e-tron are also in the works.

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