This week, Audi made an effort to make its way to the identity of Chinese consumers with a six-question “Driving Personality Test” on WeChat. Those who share their results on WeChat between July 21 and 25 will be entered in a sweepstakes.
L2’s Digital IQ Index: Auto report finds Audi is savvy in connecting with consumers on all social channels. On Twitter, it is on track to be one of the first auto brands to reach a million followers. While many auto brand Twitter account use the platform to respond to customer complaints, Audi is early to run creative campaigns. Back in 2011, it showed up with an Audi R8 V10 to the home of Audi fan Joanne McCoy who had tweeted her love for the new model with #WantAnR8. In 2012, the brand appropriated the hashtag and expanded the campaign with a sweepstakes to encourage fans to tweet for a chance to borrow the model. More than 75,000 tweets have been sent with the hashtag #WantAnR8.
On Instagram, Audi has the second largest follower base, 877,174 and is known for its timely and communicative pictures. For example, Audi posted a picture of fireworks in the shape of the brand rings on Independence Day.