I recently stumbled upon the new Audi marketing campaign. ‘The Land of Quattro campaign’ called for Audi fanatics to dig deep and create a creative television ad for Audi. As a result Audi fans were spending approximately 19 minutes on the website, according to AdNews.com.au.
More than 2,000 television ads have been entered into the competition to have the right to say that you designed Audi’s latest ad. This was a first for Audi as they have never produced a campaign in Australia and have not seen this much site activity before.
This is not the first time I have seen companies or brands ask consumers to help produce their latest ad campaign. With the introduction on Instagram many brands are using social media to encourage followers to produce 10 second videos for them for a chance to win a prize or have the right to boast about being the winner. Take Samsung’s recent photo competition that saw over 50,000 entries as stated in my previous blog post – https://revolutionarymarketingblog.wordpress.com/2013/09/14/instagram-2-0-reposting-phenomenon/
So how has this effected marketing? I look at it as a positive; Brands are getting the public to do the work for them that they would otherwise have to pay marketers to do. They are also getting their brand talked about.
Audi significantly increased the traffic to their website using ‘The Land of Quattro campaign’ and you can view the winning entrant below.
What do you think? Is it a good idea to allow the public to advertise for you? Does this risk sending the wrong message? Are you at risk of entrants ruing your reputation? Have your say in the comments below.