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Audi's Audacious Campaign Gets People Talking

Word of mouth doesn't necessarily have to start from one source. Audi kicked off their buzz campaign for the A3 car with a staged auto theft that was promoted in multiple media. Here's how the plot unfolded: A top-secret car was reported stolen from a New York dealership. Police were called in, a crime scene was established, and soon ads for the "missing" car appeared. Two "recovery experts" then started posting on various blogs documenting various A3 "sightings" in special video clips, blog posts, magazine ads, and TV spots. By the time the car was officially introduced, bloggers had setup their own fan sites to follow the story and keep it going on their own.

THE LESSON: Use multiple media outlets to generate word of mouth.

Follow the story:
http://www.stolena3.com

Posted by WOMMA Editor on June 23, 2005 11:25 AM

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