AUDI + MARVEL CINEMATIC UNIVERSE PARTNERSHIP
Developing relationships in Hollywood to ingrain a brand in the cultural conversation is critical. Understanding the dynamics of the evolving content platforms from movies to original content in today’s digital savvy marketplace allowed Audi to be selective while also being sought after by the community. Leading the brand with Marvel/Universal studios partnerships to create entertaining experiences in film with the IronMan/Avengers/Spiderman and Shades of Gray franchises that were amplified through social media, dealer screenings and PR programs to deliver a 3:1 return-on-investment. Additionally, strategic character extension product integration in popular television programming has cemented Audi as a premium “of the times”.
DRIVER’S TEST
[MUH-TAY-ZIK / HOF-FER: Spider-Man Homecoming]
SCIENCE FAIR
[MUH-TAY-ZIK / HOF-FER: Spider-Man Homecoming]
PRETTY LITTLE LIARS
Working closely with ABC Family and Pretty Little Liars, Audi immersed fans into a murder mystery by pioneering an integrated experience across television, Twitter, and Snapchat. Garnering press coverage across more than 75 outlets, Nielsen reported the campaign drove a 24% lift in brand association, 11% lift in message association, and doubled the likelihood consumers viewed Audi as entertaining. Twitter revealed the initiative captured more than 487 million impressions and performed better than 98% of all campaigns on the platform ever. The Audi Snapchat profile grew by more than 130,000 new followers, continuing to outpace nearly every other brand.