In 2012, Audi established its first international brand cup, the Audi R8 LMS Cup, in China, extending to Malaysia and South Korea in 2013 and Japan and Abu Dhabi in 2014. The high-energy atmosphere around the one-make motorsport cup built momentum for the 2014 season opener with six pre-race and twelve post-race press conferences. Activities included customized customer experiences and participation, including a new Racing Game App. A quick-turnaround strategy was created for trilingual news distribution within 3-4 hours post-race. Customer and media engagement activities were organized in South Korea, Japan, Malaysia, Shanghai, Abu Dhabi. Twenty-four cars - up from 20 in 2013 - competed, with increased TV, online and print coverage. The Korean season opener had 6.5m Asian TV viewers; 150,000 spectators attended in Shanghai. Broadcasts included Star Sports Asia, Fox Sports Plus HD and five Chinese TV channels with live coverage from LeTV.com and the Cup website. In China, there was coverage on 160 online platforms. 349 journalists from 253 media in 14 countries attended. Facebook followers increased to 61,000, 18,000+ on Weibo and 20m page views on the official website. The sports app was downloaded more than 1.8m times. The Cup was extended to Taiwan in 2015.