Audi walks in the light of its ethos, “Progress through Technology,” and constantly revamps not just its stellar automobiles, but its enlightened social campaign as well. The brand inspires groundbreaking solutions, revolutionary engineering and pioneering design that have all become synonymous with the Audi name.
Audi’s social media activities are constantly being modernized to give their fan-base what it wants. The company’s latest endeavor was an innovative Instagram marketing campaign and photo contest, developed to encourage engagement from its audience and promote participation with hashtag marketing and generated content.
Participating users were asked to share photos of their Audi on Instagram, using the hashtag #audifanquartett or #audifanquartet and provide the model year’s horsepower, top speed, engine displacement, current mileage and length of ownership in the image description. The lucky winners became part of the exclusive Audi Fan Quartet Card Game and also received a complimentary deck to use at home.
The hashtag campaign was powered by the Crafted Content Cloud. The platform provided the perfect vessel for Audi’s social campaign, aggregating all of the participating photos on Instagram and creating an aesthetic gallery that updated itself in real-time via streaming API from the Audi Fan Quartets Game microsite, allowing the company to have full reign over the content and user experience of the campaign.
Crafted’s content solution drove the user generated content approval process and was used to select and contact the winners via private messages. The state-of-the-art Content Cloud permitted Audi in creating an engaging experience for its fans, and a photo contest unlike any other seen before.