Defense

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:

https://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: https://www.cokechase.com/. Imitation is the sincerest form of flattery?

Leave a Reply

Archives

Conversation Across the Site

  • David Rose { This sounds very very difficult. You put alot of energy into it and obviosly care. I would suggest you focus on the room and let... }
  • M E Lesniak { I think you picked the wrong hill to stand on. You work at one of the most expensive degree factories in the country and I’m... }
  • Stephen Calkins { Forgiveness based on income? What if it is a wealthy family that figured borrowing cheaply was a good deal, but there is massive wealth? What... }
  • Todd Holscher { Transparency in pricing is a very good idea. Students will still susceptible to the influence of marketing and advertising by colleges, but it’s the right... }
  • Emita Hill { Vast sums of money. Alternatively provide more support to state schools so they can lower tuition and maybe to privates strictly for scholarships. }
  • David Rose { Tim, I dont think your views are balanced. You obviously are being paid by these loans. The money has been given to your university and... }
  • 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.