Audi was one of many sponsors at the 2017 World Ski Championships in St. Moritz, Switzerland, this past February. To help the automaker stand out from the crowd. So we came up with a counterintuitive idea: Replace the brand’s logo on a single competitor’s sleeve with a license plate number—and then award the car with that number as a grand prize to the first person watching on TV to spot it amid the sea of skiers.

On the second-to-last day of the 14-day competition, Swedish skier Frida Hansdotter appeared with the proverbial golden ticket emblazoned on her upper arm. The first person to tweet about it got a new Audi. The first 10 people to mention it on social media also got some ski gear.

“One of Audi’s Cleverest Ads Yet”