Case Study: Audi Social Media Strategy – Twitter & Hashtags linked to Super bowl Ads

Audi is one of the world’s leading premium brands and is among the most admired manufacturer of high-quality and  innovative luxury cars and represented in 110 countries  worldwide. Company success can be attributed to pioneering concepts in the domains of advanced technology and design. Audi had been aggressively building its social media presence for the past few years and the company has widely acclaimed for its innovative social media campaigns particularly its twitter campaigns, a unique bridge between social media and TV, being an early adopter of using hashtags in TV ads. Audi was the first Super Bowl advertiser to attach a hashtag to a Super Bowl spot in 2011 for its ad “#ProgressIs” for “Luxury Prison” that encouraged conversation on Twitter prior to, during and after the game, and Audi also used this similar strategy in its 2014 super bowl ad with #StayUncompromised, based on the “no compromise” strategy promoted in “Doberhuahua.” #WantAnR8 hashtag was originally started by one of Audi company’s followers, was initially organic and then supported by Audi with paid advertising through an ad agency and was also featured in a nationally run TV advertising campaign, along with over a year of social messaging and this hashtag is widely synonymous with Audi social. Audi has presence on social media platforms like Facebook, Instagram and YouTube.

Audi social media strategy is based on long-term goal to "connect consumers in bold new ways and break through the traditional approach to social media platforms." Audi’s largest social media entities including Audi USA on Facebook and @Audi on Twitter are operated by Audi of America. The official Audi R8 has more than 28 million likes, Audi USA page has more than 7.9 million likes and also maintains individual Facebook pages for different countries. Audi used Tagboard to display certain tweets from consumers on a large display screen near its vehicles at the New York Auto show. The automaker has promoted the Tagboard through its Twitter and Facebook channels. Consumers can contribute to the Tagboard by using two hashtags – #Audi and #NYIAS – in their tweet. Audi had been using the various social networking sites to promote its brand and company also utilizes its social user engagement platform to really understand the fans, boost engagement levels and improve the overall user experience. Audi believes fans are most important for the brand success and use the social data about their fans and develop content that significantly improves the customer engagement. 

Audi social media success highlights the fact the automakers can look at social media as a reliable way of engaging with customers and followers. Audi opened digital showrooms in prime city centre retail estate to attract luxury car buyers where vehicles will be displayed virtually, with Audi’s displays being on show on Berlin’s grand Kurfuerstendamm Boulevard in a shop four times smaller than a traditional dealership. All 49 models are available to be seen on multimedia screens without the need for time-squeezed prospective buyers who cannot go on test drive. The digital solution also solves the problem of being able to display a big product range in a small space where footfall is much greater than on the outskirts of urban centres. Audi’s showroom comes with the comforts of a customer lounge alongside its car dealers, who face a new challenge in selling cars which potential buyers are yet to sit in or drive.