To launch the new R8, we needed to demonstrate the new, groundbreaking car that is made out of pure emotion. The power under the hood inspires the power behind the wheel. We created the first ever, Driver's Emotion Dashboard - to measure specific metrics of driver's heart rate and skin moisture at the track during the annual Audi Driving Event. For the first time ever, metrics about the driver's emotional drive is measured. The thrill, focus, and excitement can be relived at their personal driver's dashboard, which can be accessed post event and shared via social media. The 10 day event generated test drives 2x the annual average, sold 300% more sports cars vs. the previous year, and had a halo effect of 31% in overall car sales.