Defending Your Brand

Audi Engages

25 Jan , 2013  

Super Bowl advertisers want to engage consumers; getting people to watch a sixty-second commercial during the Super Bowl is good, but getting them to visit a site and interact with a brand is better.

The challenge is doing so in an effective manner. Turning over total creative control isn’t a good idea; this is why few advertisers rely on consumer generated ads any more. Best case, a brand lets consumers have an impact while keeping the campaign on message.

This year Audi is running an innovative program to drive engagement: people can vote to choose the ending of Audi’s Super Bowl ad. Audi posted three videos on You Tube, each with a different ending. Voting runs for just 24 hours.

You can vote here, but only today:

http://www.youtube.com/audiusa

This is an example of good marketing. Audi risks giving away creative surprise but in return the brand guarantees that people who vote will watch the ad three times (or more). This is a pretty good tradeoff.


2 Responses

  1. Uday says:

    Coke seem to be following an identical format: http://www.cokechase.com/. Imitation is the sincerest form of flattery?

Leave a Reply

Archives

Conversation Across the Site

  • emitahill { Fascinating. So it's all about branding, and ultimately all about marketing, and behind the marketing, money, whether it's beer or politicians. He who pays the... } – Beer and the Power of Branding
  • Stephen Calkins { Embarrassing that a Kellogg beer club would hold a taste test among light beers which, almost by definition, have no taste! And I know it's... } – Beer and the Power of Branding
  • Emma Stockdale { I'm curious how much of this resulted as a byproduct of broader company culture / official protocol (why did they board the plane if they... } – United’s Branding Disaster
  • emitahill { Really bad. I waited 10 hours in an airport Saturday. Problem was that the airline had not grounded planes and canceled flights in really bad... } – United’s Branding Disaster
  • Alain Weber { Indeed Tim, this is a rough day for United. This brutal action was certainly unexpected. But, upon reflecting on general airlines' attitude toward passengers, I... } – United’s Branding Disaster
  • Bob Schieffer { Great comments Tim! I think United had a simple solution here. Simple keeping raising the price offer until someone says OK! Surely someone would have... } – United’s Branding Disaster
  • Read more Comments »

Collaborate with Tim

Tim helps companies around the world build great brands. To schedule a program or event click here. To learn more about Tim’s books, click here.