Event Marketing

Audi Event

Audi, a famous German car manufacturer, continues to make new strives in the American luxury car industry and they owe their continued popularity to their expansive experiential marketing. Over the past few years Audi has used experiential marketing in their playbook of continued excellence through the company’s senior manager-events and experiential marketing, Erin Keating. Keating has explained that events such as auto shows, sponsorship events, and specific Audi dealer events have led to their success. One of the most successful aspects of these events has been the fact that Audi puts on these events in a uniquely Audi way. When it comes to sponsorship events, one of the most unique things that Audi does is that it doesn’t just put its name on an event, such as a soccer or ski competitions, which Audi has been a long time sponsor for. An example of Audi’s uniqueness is when they sponsored the 2014 Audi Football Summit. Keating said, “Some people would go out and maybe just sponsor their local soccer team or maybe just be the official vehicle for MLS. We actually put on our own proprietary soccer match where we bought out an entire stadium and ran it on ESPN in prime time” (O’Loughlin, 2017). Beyond sporting events, Audi’s uniqueness is unmatchable when it comes to dealer events, as well. These events for Audi are award winning and uphold the company’s reputation on attention to detail. This is noticeable in the company’s 2011 dealer event, in which Audi unveiled six new vehicles. Instead of holding the event at convention center or at the usual large venue site, Audi instead held the event on Alcatraz Island in San Francisco. The event included sleek Audi-branded beverage bars, a chartered yacht and jail cell tours. To pull of such an event Audi had to transform main rooms in the jail into innovative spaces that included food, LED lighting, bars, and tea lights, and the company needed to ship over power, water, golf carts and food to the island by barge. Simply put, Audi focuses intensively on detail for any event that plan to create an atmosphere like no other. In doing so Audi is able to enhance their marketing tactics to American consumers and maximize their company’s potential.