David Becker Audi PPpres

Driving Success,Through the Use of Social Media

An Online Advertising Strategy for Audi

What is Audi?What is Audi?

Performance

Beauty

Innovation

Safety

Luxury

Precision

Power

Achievement

Challenges Facing Audi Challenges Facing Audi Challenges Facing Audi

-Price -Luxury Product

-Decline in Sales -Economic Recession

-Problems for Many Luxury Brands

-High Brand Loyalty in the Luxury Car Industry

Breaking the Norms of Luxury Car Breaking the Norms of Luxury Car AdvertisingAdvertising

•Viral Video Advertising

•Uncommon in the Luxury Market

•The “Holy Grail” of Online Marketing

•Potential for Millions of Views

•Set apart from BMW, Mercedes-Benz and Lexus

Current Online Presence Current Online Presence and Evaluation and Evaluation

•Facebook Fan Page: 1.2 Million+ Fans

•Audi USA Twitter Page: 10,000+ Followers

•YouTube Channel: 2,500+ Subscribers

•Use Established Outlets to Springboard a Viral Campaign and Spread Awareness Quickly

Viral StrategiesViral Strategies

•Creation of a series of funny videos that encompass stereotypes of luxury car brands and owners

•Utilize Facebook and Twitter to draw attention to a YouTube video or channel

• Audi USA Facebook page has 1.2 million fans

• Great potential fire starter for a viral campaign

The VideosThe Videos

•Luxury Category

•Great Video Quality Necessary

•Maintain a Level of Class While Making Comical Videos

•Have Audi Owners and Cars Appear as the Desirable and Attractive Subjects

Benefits from a Viral Benefits from a Viral CampaignCampaign

• Viral Videos Get People Talking

• Potentially Unlimited Exposure

• Chance to Stand Out from Other Luxury Brands

• Creativity

• Originality

• “Never Follow”

Tracking the Tracking the Progress Progress

• Google Analytics

• Track viewers and growth of viewership

• Track regions where views are occurring

• Time spent on channel

• How are viewers finding the videos?

• Tie in Google AdWords to optimize results for video exposure

Allocation of Funds and Allocation of Funds and Budget Budget

• Viral Video Production- 60 Percent

• Twitter, Facebook and YouTube Channel Staff- 20 Percent

• Incidentals and Writing Staff for Videos- 20 Percent

• Viral Videos: ~500,000 Thousand Dollars in Production Costs

• High Production Quality Consistent with Luxury Brand