Audi drives national trending topic again
In order to drive more awareness of the Four Rings' autonomous tech leadership, Audi embarked on a road trip from Palo Alto to the Consumer Electronics Show in Las Vegas. For the first-time, an autonomous vehicle ("Jack") would be driving more than 500 miles on traffic congested roads and the social team sought to virtually bring fans along for the ride.
During the two-day road trip, journalists and influencers took turns behind the wheel. Each segment was filmed, edited, and published in real-time for participants to share. For the first time, the general public saw what it was like to see how an autonomous system could be incorporated into an existing vehicle, and witness it make passing decisions as it navigated through traffic. This real-time approach turned Audi into a nationally trending conversation on Twitter.
Facts & Figures
- 5,300 mention of Audi on the first day of the tradeshow, more than any day in the previous year
- Share of voice was three times larger than Mercedes' own debut of an autonomous vehicle
- Audi became a nationally trending topic on Twitter
- "Jack" gained a following in popular culture as brands like "M&Ms, Denny's, Sonic and others tried to jump in the conversation
