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Audi R8 Campaign: Elevating Brand Awareness through Enthusiast Engagement

The Audi R8 faced challenges in brand awareness upon its North American launch. To reposition Audi as a premier luxury car manufacturer and showcase the R8's cutting-edge design and technology, a unique campaign was initiated. This involved a social media strategy on Twitter with the engaging question, "Why do you want an R8?" Selected participants could drive the R8, while monthly winners were showcased in YouTube features. The campaign successfully generated over 75,000 tweets and 1.5 million YouTube views, enhancing brand visibility and consumer connection.

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Audi R8 Campaign: Elevating Brand Awareness through Enthusiast Engagement

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  1. #WantAnR8Campaign Carly Hobbs Kevin Mangal Savannah Deitch Jordan Fauteux Jaclyn Spradlin

  2. Situation • The Audi R8 had launched to the North American market. During the first few months, the company had suffered poor brand awareness. Audi had sought to design a campaign that would introduce the R8 in a more personal fashion while increasing brand recognition.

  3. Objectives • Position Audi as a top-tier luxury company within the automobile industry. • Highlight the technologies and design of the R8 with consumers. • Increase overall brand recognition to retain current owners while generating new clients.

  4. Target Audience • Current Audi owners • Prospective owners • Young-adult fans

  5. Strategy • Allow selected consumers to drive the supercar and examine their thoughts on the brand

  6. Tactics • Launch a social media campaign utilizing Twitter to increase participation by dedicated and prospective fans who answer the following question: why do you want an R8? • Select a Twitter entry (winner) in a limited amount of cities across the U.S. • Coordinate with the entry winner and local dealerships in delivering an R8 for use • Use YouTube to compose a short feature highlighting the winner with the prize, in efforts to increase contest and product awareness

  7. Calendar • The campaign consisted of four entry periods in the months of March, May, June, July and August • Total of five winners- one each month

  8. Budget • Undisclosed

  9. Measurement • Evaluation by Audi included number of Tweets and YouTube hits regarding the campaign. • Using the hashtag, #wantanR8, the company received over 75,000 tweets regarding the contest and a combined total 1.5 million views on their YouTube channel regarding the R8 videos.

  10. YOUR TURN • Send a Tweet to @audiexplaining why you want an R8 • Use the hashtags #wantanr8 AND #usfpur3000

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