Audi vs BMW Billboard War

It all started from Audi featuring a billboard with the tag line "Your move, BMW." That's how Audi decided to promote its new A4 sedan in Santa Monica, California. A BMW dealership in Santa Monica decided to respond with buying a billboard close to it and showing their M3 car with the tag line "Checkmate"

After BMW response, it seems that Audi wasn't to happy about it. Audi decided to continue this billboard war by posting another billboard right nest to the "checkmate" featuring its luxury car R8 with the line, "Your pawn is no match for our king." 

The Bavarian company decided to respond to Audi's second billboard by bringing a zeppelin and flew it over the Audi tethered it to the R8 board and with an F1 car procalimed, "Game Over." And that was the end. The billboard war was over. Both manufacturers had a fair go at it and they both said that they succeeded, and not only in sales. It was on the internet entertainment for months, and they successfully achieved earned media.