Audi goes high-tech to promote new car

by Melanie May, Marketing Direct 31-Dec-04

Audi is sending out USB memory sticks in a campaign to promote its new A4 model to key prospects. The memory sticks are Audi-branded, and contain a five-minute video along with a number of interactive features, all designed to show off the new car.

The content of the stick explains the design, engine, lights, interior, grille and chassis of the A4, and also contains links to Audi's site where recipients can check price lists and options for configuring the car.

Online broadcast specialist twofourtv has designed the content, with the campaign going out to a small, select database of customers. The mailpack also contains a connection lead and a CD with software drivers.

"The USB stick is a highly desirable object," explained twofourtv's COO Mark Hawkins, "It extends Audi's brand values over a new platform, reinforcing its reputation whilst providing exclusive information to a hand-picked audience."