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 { Troy Cracker Barrel has internet. I have brunch there with a friend 2-4 times/year coming and going from Hamburg. The display of merchandise is hilarious.... } – Brand of the Month: Cracker Barrel
  • Rod Taylor { It helps that they have a relatively large and high margin "country merchandise" section in the waiting area and that they get 14K visitors on... } – Brand of the Month: Cracker Barrel
  • Stephen Calkins { You were kind not to protest. For an argument that customer service is a key part of iPhone success, see story in today's New York... } – The High Cost of Poor Service
  • emitahill { Wonderful, Tim. I am wildly envious. Love all three of those cities and haven't been in far too long. } – Branding Observations from a Trip to Europe
  • Stephen Calkins { If Whitmire followed other advice you've given--live frugally and save regularly--at least he'll not have serious financial worries. He's 57 and presumably still receiving movie... } – Learning from Kermit’s Downfall
  • Dana { Charging fees is only one part of the racket HA is doing. They are also collecting all monies, collecting interest on the homeowners rents and... } – Why Homeaway’s New Fee Makes Sense
  • 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.