LEADING A SOCIAL MOVEMENT
It started by collapsing 25 Audi Facebook Fan Pages into one and from there the social voice that was Audi of America began. Being disciplined, aligned with community fan topics and willing to engage authentically have been the drivers of the strategy this team has been committed to the last few years. This has lead to organically building 29M+ fans, engaging user experiences, four powerfully social platforms and some rather exciting brand activations that get consumers talking. Approaching the social strategy to build a lifestyle brand versus just taking beautiful car shots is the driven to authentic audience growth.
LEADING AUTOMOTIVE ON INSTAGRAM
With thoughtful and creative content, Audi has utilized social media to start cultural conversations, create competitive experiences that win fans, growing the Audi Instagram account alone from 1.5M in 2015 to over 15.2 million followers today. This consistent growth has made Audi #1 in followers and follower engagement over BMW, Mercedes-Benz and Lexus combined.
NEW YORK AUTO SHOW
WIFI HIJACK
[MUH-TAY-ZIK / HOF-FER]
Audi and BMW have a decades long rivalry. And now that the Audi A4 beats the BMW 328i in every category, Audi wanted to share the news with every auto journalist at the New York International Auto Show by creating 10 of the most powerful free networks at the show. The various was the Audi A4 beats the BMW 328i was laid out with each network name. One name at a time, we laid out how the Audi A4 beats the BMW 328i. While BMW wasn’t a fan of the idea, the internet was. The story was shared more than 7000 times on Mashable, was featured on Adweek, Adage and SlashGear, and was named Creativity’s ‘pick of the day’.
AUDI + REDDIT
AUDI SPORT THINK FASTER
[MUH-TAY-ZIK / HOF-FER]
With Think Faster, a new way to talk about Audi’s power was created: during the world’s fastest celebrity Reddit AMA (Ask Me Anything), where each 30-minute episode transforms the popular online interview format into a broadcast—from the passenger seat of an Audi Sport® model—that then appeared on YouTube.
#WANTANR8
Listening to fans and taking action. When several users rallying around the concept of never having had the opportunity to drive an Audi R8, the brand listened and delivered an experience for one very fortunate brand advocate.
SUPER BOWL 2013 TWEET HEARD ROUND THE WORLD
During the 2013 Super Bowl, the lights at the Mercedes-Benz Super Dome malfunctioned, plunging the stadium into darkness. Audi combined fast hands and quick wit to use this opportunity to remind consumers of the Four Rings' innovative LED headlight technology and have some fun with our competitor.
SNAPCHAT SUPERBOWL 2015 WITH THE ONION
With much success with SnapChat already, an idea to develop a Super Bowl conversation with short references and entertaining action via the sharp edge of writers from The Onion was derived pre/during/post the game.
24 HOURS OF LE FORZA
[MUH-TAY-ZIK / HOF-FER]
Le Mans is the most important motorsport event on Audi’s calendar. Unfortunately, Americans don’t watch Le Mans. What they will watch are other Americans playing video games. So Audi tapped into an audience even larger than motorsport; gamers – and created the first 24-hour online endurance race.
The 24 Hours of Le Forza replicated the thrills of Le Mans with the world’s best online gamers. Broadcast live on Twitch, it was as close as a gamer could get to Le Mans without joining a pit crew. By the end of the race, Le Forza had received more views than the stream of the real Le Mans.