HERNDON, Va. -

Audi of America unveiled its Super Bowl marketing strategy, plans that include a broad social media campaign as well as a spot during the game’s TV broadcast.

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Brand officials kicked off the campaign with multiple social media elements, including special initiatives on Facebook and Twitter. Audi is aiming two social media contests at saying goodbye to old luxury and hello to “Progressive Luxury.”

The Audi Progressive Luxury Trade-up contest on Twitter officially begins today. It invites users to go head-to-head for the most creative and compelling definition of Progressive Luxury.

By including the hashtag #ProgressIs and the http://audi.us/ProgressIs website address in their tweets, brand officials indicated users will be entered into the contest. The top 10 tweets will be awarded a virtual old luxury prize, such as an antique pocket watch, which they will have a chance to trade up for Progressive Luxury prizes, such as an R8 Chronograph watch.

Audi explained the grand prize will be an R8 drive at the Audi Sportscar Experience in Sonoma, Calif.  The winner can enjoy an exciting track driving program and exclusive weekend.

Audi also plans to award $25,000 to a charity on behalf of the grand prize winner.

Furthermore, the #ProgressIs hashtag is set to be included in Audi’s 60-second Super Bowl spot set to air during the first break after kickoff on Sunday.

“Making Super Bowl social media history, this will mark the first time a brand has included a Twitter hashtag in its Super Bowl television advertisement,” Audio officials insisted.

Also launching on Super Bowl Sunday, the Audi Estate Sale Facebook experience is geared to invite fans to tag old luxury items found within Audi’s Super Bowl spot “Release the Hounds.” When fans do so, they also have a chance at winning the grand prize trip to the Audi Sportscar Experience in Sonoma, Calif.

The brand said each Facebook fan who completes the experience is entered to win the grand prize sweepstakes.

Audi detailed that its 2011 Super Bowl spot “Release the Hounds” follows two fugitives as they attempt to break out of a luxury prison.

“Challenging viewers to rethink luxury, the ad will humorously feature a number of elements that recall the heyday of old luxury and will culminate with an unforgettable and comical cameo by Kenny G,” brand officials explained.

“The multi-platinum sax man Kenny G was chosen for his unmistakable music, whose songs and stylings brings the audience back to a certain era,” they continued.

Audi went on to note the spot highlights the award-winning 2011 A8 sedan, the model Audi says is its most technologically advanced vehicle and the apex of its new luxury lineup.

Audi pointed out the 60-second TV advertisement was created by San Francisco-based Venables Bell & Partners.

The brand emphasized it has delivered highly rated spots during the past three Super Bowls.

Last year, Audi used the “Green Car” ad featuring a soundtrack created by rock legend Cheap Trick to promote Audi A3 TDI clean diesel that was tapped by Green Car Journal as 2010 Green Car of the Year. The 2009 spot featured actor Jason Statham in a series of high-speed chase scenes involving luxury competitors, sending the dual message that luxury is evolving. The 2008 Audi spot delivered a parody of the movie The Godfather and signaled that the brand was ready to challenge the perceived luxury leaders by “putting luxury on notice.”

Starting today, Twitter users can visit http://audi.us/ProgressIs to RSVP in advance for the contest.

To RSVP in advance for the Audi Estate Sale, Facebook users can visit audi.us/EstateSale.

And also launching today is an online teaser video featuring Kenny G as the Riot Suppressor at YouTube.com/AudiofAmerica.