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#WantAnR8 Campaign

#WantAnR8 Campaign . Carly Hobbs Kevin Mangal Savannah Deitch Jordan Fauteux Jaclyn Spradlin. Situation .

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#WantAnR8 Campaign

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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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