14.05.2009
Audi of America uses mobile to reach new consumers
Carmaker Audi of America has launched an iPhone application geared toward reaching a new demographic of consumers. The “Truth in 24" driving application, developed by Factory Design Labs, Denver, challenges iPhone and iPod touch players to monitor fuel use and tire wear. It also offers rich graphics and a new driver’s point of view. “Our strategy is to reach new consumers via a device they enjoy, and an app that is also fun and engaging and provides an excellent branding opportunity for Audi,” said Jeri B. Ward, general manager of marketing and strategy for Audi. Using the iPhone’s accelerometer, players will experience one of the world’s most notorious races, the 24 hours of Le Mans. Players have the option of honing their driving skills in practice mode before actually putting their skills to the test in the featured Endurance mode. Racers compete against the clock, opposing racecars and obstacles.
This is not Audi’s first foray into mobile. In September, Audi released the A4 driving game. It was heralded by Apple as one of its best of 2008 postings on the iTunes Store. And with more than 3.2 million consumer downloads worldwide so far, it means people are enjoying it and connecting with Audi. The Audi A4 also has a dedicated iPhone site. In March Audi teamed up with CBS for the NCAA Bracket app. Around the same time, the carmaker also launched a mobile site for the Q5.
Fonte: Mobile Marketer
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