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Audi Superbowl Ad – #SoLongVampires – Twighlight Superbowl Commercial
>> MURRAY NEWLANDS: Hello, I'm Murray Newlands, and this is Future of Engagement.
Today we're going to look at one of the Super Bowl ads. We chose Audi because last year they were very creative, and they were the first company to have a hashtag as the call to action in a Superbowl ad.
They had an Audi feature they were trying to focus on, which that the latest Audi car has headlights which Audi says are the closest you can get to natural daylight.
In the ad, they had those lights destroying vampires and the hashtag was there for #SoLongVampires. During the Superbowl, Audi actually tweeted about the ad on their Twitter profile. Their Twitter profile already has a lot of users itself so they were able to use it to build that conversation.
Thousands of people tweeted about Audi during the Superbowl. They also used that conversation to point people toward USA Today, who were having a voting for the best ad, so they'll probably get more media coverage from that.
Andy White, Audi's social media manager, took a video of his Twitter stream and it showed lots and lots of people engaging. This in itself created more engagement.
Audi were also voted by AdMeter in the top 10 ads at the Superbowl this year. By this morning [February 6, 2012], the ad had 4.8 million views on YouTube. They actually did release that video before the Superbowl but the Superbowl picked it up and it got a huge amount of online exposure.
So looking at Audi for the last month, ICES Justine Tweeted about their stand, which meant they had a huge spike, but since then they've dropped back to about a thousand mentions of “Audi” over a similar length of time. It had picked up to them getting over four thousand mentions over the weekend.
Looking at that in more detail,they dropped that video on YouTube before the weekend and that meant that they got more pick-up. Then, over the weekend, they really had a huge pick-up of four thousand mentions.
Then the #SoLongVampire hashtag picked up yesterday, with almost 100 mentions of that specific hashtag. But really, as people came back to work, as they discussed it, as conversation grew, they got many many more mentions of that specific hashtag.
Overall, that specific conversation is still [as of February 6, 2012] happening on Twitter, but actually, there have been lots blog mentions and Facebook interactions. \ People share a lot of things on Twitter but the fact that Audi got lots of pick-up on Facebook means that they really got a deeper engagement than just with Twitter sharing.
Overall, as you'd expect, most sentiment was neutral, but a large proportion of that, a larger proportion than lots of other news items, was positive. Their fans loved this advert.
And that's it for this episode of Future of Engagement and I look forward to connecting with you next time. Thank you!
Thank you for watching this episode about the Audi Superbowl Ad and the #SoLongVampires hashtag for the Twighlight Superbowl Commercial