Audi is a company that is renowned for creating, engineering, manufacturing, selling, and marketing its automobiles all over the world. The iconic four rings logo first appeared in 1932 because four German automobile brands merged to form Auto Union UG. Even though the majority of the company is owned by Volkswagen since the 1960’s Audi relies on their own development, business, and marketing strategy. The luxury automaker has caught up to more established competitors like Mercedes-Bez and BMW in key brand indicators through partnerships with Marvel Studios, Netflix films, and Major League Soccer. Audi has improved its brand recognition, increasing it to 83% among Americans. They have carefully selected their partners and media outlets, along with reflecting their advanced vehicle technology.

In 2008 Audi made its first appearance in the Marvel Iron Man series. Strategically placing and associating the Audi R8 with Tony Starks Character. In the movie Endgame, the character was seen driving an E-Tron GT which was one of the company’s moves toward a more futuristic electric car. The marvel movies have allowed Audi to perfectly present their brand values and align them with each character who is driving them.

Audi recently partnered with the Netflix film The Gray Man. As the film’s official automotive brand, the movie featured all four of the electric cars that Audi offers. Featuring a film with such global appeal and intrigue lets the brand reach an audience all around the world and socially and digitally activate fans further.

Making sure every media investment counts and has an impact on channels like social and PR is one of the challenging parts from a marketing perspective. Does an automobile company need to be present on every social media? – No but they should have a presence where their target audience can engage with them. Movie streaming allows Audi to reach large crowds, but their social media platforms let that crowd engage with the brand. For example, Audi’s presence on Instagram has made a huge impact on their engagement levels. With Audi USA having approximately 15.9 million followers there are hundreds of responses from followers appreciating their latest models. We are aware that people follow their favorite brands on social media for a visual experience. Having creative, market-appropriate content, and direct contact with users is how fans are made. The Audi brand appearance is reflected in all their posts: High Quality and understated as well as authentic and self-confident. Besides their promotional posts, Audi also engages their customers on a range of other topics like technology, innovation, and sustainability.

 

 

 

 

 

 

Sources:

Audi teams up with netflix on “The gray man” as the Official Automotive brand featured in the film. Audi MediaCenter. (2022, July 21). Retrieved from https://www.audi-mediacenter.com/en/press-releases/audi-teams-up-with-netflix-on-the-gray-man-as-the-official-automotive-brand-featured-in-the-film-14793

Billcho. (2020, February 7). Audi and marvel: A dynamic duo. Audi Club North America. Retrieved from https://audiclubna.org/audi-and-marvel-a-dynamic-duo/

Pratap, A. (2021, November 2). Audi social media strategy. notesmatic. Retrieved from https://www.notesmatic.com/audi-social-media-strategy/