Audi's A7 live launch – a fan's perspective

July 27th, 2010 § 1 comment

I was hanging around the interwebs this morning, and I saw a tweet from @Audi about a live unveiling of the A7. Awesome! Finally, the manufacturer would be bypassing the media and giving me access to a launch! And I don’t even have to physically be there!

Side note: I like the @Audi people. They’re pretty engaging, and have even responded to me to clear up come confusion on my part before. The only criticism I have is that I expected an account called @Audi to be the official global account. This one is US based.

The Facebook A7 Premier page was pretty darn cool too. I didn’t understand why they were sending me to Facebook, until I got there and realised the live stream was embedded there. Finally, a purpose to Facebook pages 😛
As luck would have it, I missed the launch. Got my time zones mixed up. I got to the Premier page about an hour late, and the live stream was gone. I kept checking back hoping they’d put up a recording of the event, but there wasn’t any. So, my first suggestion Audi – please put recordings of live events up. That way I can watch it, share it, embed it, and that’d be spreading awareness fer ya. 😉

A little while later, I saw @Audi tweet “Check out the sexy #AudiA7 rear …warning: maybe NSFW” with a link to their flickr page. (original tweet deleted) Great! I thought. Moar sexy Audi pics! I was all ready to follow em on flickr too. Unfortunately, the images just look like standard brochure fare, and that was disappointing. The brilliant thing about social media – I immediately replied to them on Twitter and let em know what I thought. (No response yet.)
And in case you’re wondering, final check back at the Facebook page shows the same flickr pictures. No event recording. 🙁

Which brings me to my second suggestion Audi – When you ask for and get my attention, please don’t let me down. I like your cars. I follow Audi groups on flickr, I share Audi content on Twitter and Facebook via Posterous. I was willing to invest my attention further in your flickr images. But your content let you down.

Don’t feel too bad Audi. I see this time and time again with brands. They run a social media campaign, vying for a small slice of interwebbers’ already limited attentions, and they forget that hype can get them attention, but it’s content that leads to engagement.
It’s also not your fault Audi that there’s some awesome content out there related to your brand and therefore fighting for my attention. Your ace is that you have original content which makes me feel special when you release it to me directly. Use the moments when you release original content wisely, and make sure it blows my mind. That way I’ll happily stalk you on all social networks. You will have my permission to talk directly to me. You might have influence on my future (purchase) decisions. You will HAVE my attention *and* engagement.

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