Audi iPad and Social Media – Time To Drink Your Own Koolaid!

We are spending some time up in Canada so I am super relaxed and going to speak freely. Undoubtedly I am so happy that Audi took the gold at Le Mans, “Vorsprung Durch Technik” took on a life of its own and the Brand is stronger then ever. Leading up to Le Mans my heart was filled with excitement knowing Audi was putting their best foot forward with Social Media and doing everything possible to promote the Le Mans. How brave a company is to create an application for a race they might not win, Audi took a chance with the iPad app. As we found leading up to this years Le Mans people love interaction, people love standing for something and people love the social aspect of their passion. So why is this article titled “Time To Drink Your Own Koolaid?” It’s simple – The brand itself is so far ahead of the retail level in terms of the peoples impression of the company. Why do dealers discourage social media, Facebook, Twitter, Youtube and any other form of interaction with people? You may think this is crazy, you may not believe this, but at one time I worked for an Audi store that banned laptops and any use of wireless internet, why??? It seems to me that Audi should insist, like any other brand standard, that their stores utilize all technology available and interact with clientele on every level. The industry is changing and if dealers continue to let their Facebook, Twitter and Youtube accounts run stagnant, they will suffer. Audi, I commend you for being at the forefront, however I ask why do you let dealers fail when it comes to something as important as social media? I would love to hear back from anyone who works at a store that discourages or simply ignores the world of social media and from anyone that works at a store, that has found success in social media and how they have done it.

Audi gave owners of Apple’s iPad a chance to attend last weekend’s “24 Hours of Le Mans” auto race. At least virtually. The effort made Audi sponsor of real-time race coverage on SkyGrid, an app that aggregates real-time news for the Apple tablet. Audi has won the race eight times in the past eight years and has promoted its involvement with such efforts as an NFL Films and Chicago-based Intersport-produced documentary, “Truth in 24.” The new program involved high-definition iPad content that included live streaming of the race from inside Audi’s three cars racing in the 24-hour event.

Doug Clark, general manager of social media and marketing for Audi, tells Marketing Daily that the automaker worked with Speed Channel to offer live coverage of the race for the five and a half hours that it was not on Speed TV. He says the in-car footage from the race was also be at AudiUSA.com. “We have had a history of looking for innovative ways to share our performance story; the iPad, with its large image, graphics and sounds, seemed an ideal place to marry Audi performance with the forward-thinking folks who find iPad interesting
Well to start with we are spending some time up in Canada so I am going to speak freely. I am so happy that Audi was victorious at Le Mans “vorsprung durch technik” came to life! Audi

technology,” he says, adding that the concurrent FIFA games won’t have an impact on peoples’ interest in the race. “Motorsports fans will tune into Le Mans, and given the fact that that it goes for 24 hours and soccer is a lot less, you can capture both.”

The race began on Saturday at 3 p.m. in central Europe (9 a.m. Eastern). Clark says Audi’s branding at the Live at Le Mans section of SkyGrid’s platform was on two places with Audi-specific content. “One is where you are able to see the 5.5 hours of coverage from Speed and can then, through that area, get to some of the Audi of America content. The other is in-car coverage. Per Clark, over 100,000 have SkyGrid. A spokesperson at Audi of America says Audi last year scaled back its presence in U.S. versions of Le Mans because of the economy. “We have increased our participation, but are not full bore to where we were two years ago.”
Audi Social media iPad
Source: Media Post

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