While visiting Reuter's website, I've found out of Audi's "A4 Sum of the parts challenge". It's an online competition challenging users to find and collect nine different banners that compose the new A4. There are two ways to play: you can heavily surf the Web trying to bump into one of them or you can decode all of the clues to collect the banners. The competition ends on May 15. The top prize is a two year lease on all new 2005 Audi A4 2.0 T, but you can also win PalmOne smartphones and Bose's stereos.

This competition idea by Audi USA is really cool and innovative. It's a perfect example of online marketing taking advantage of interactivity. As the pay-off on the Audi site says "Never Follow", a concept we can apply to Audi's marketing approach also.