Audi Football Summit Drives Millennial Awareness of A3
An estimated 30 percent of U.S. households contain a soccer player, second only to baseball. To harness the growing popularity of soccer and capitalize on FIFA World Cup fever, Audi launched the Audi Football Summit, a match between Audi-sponsored club FC Bayern Munich (the most successful club in German football history) and Chivas de Guadalajara.
Audi wanted to drive awareness of the brand’s new sporty Audi A3 and engage younger, more diverse and affluent U.S. audiences, including a growing affluent Hispanic market in the 25-to-54 age range. To activate the sponsorship, Audi blanketed the Red Bull Arena in New Jersey in branding and an Audi-branded circular graphic covering center field before the game. In other words—no one would mistake Audi’s involvement.
Among consumer engagements was a pick-up game in Brooklyn Bridge Park featuring 44 players including former FC Bayern Munich legends as well as celebrities such as “Glee” star Kevin McHale and Vampire Weekend drummer Chris Tomson. Media photo op? You bet. Social media fodder for attendees? That, too.
Game-day engagements in a Fan Zone included a miniature soccer field with scoreboards, Audi branding and a net for skills competitions. Prizes were awarded for fans in different skill challenges. Within the tent, Xbox presented the Forza Motorsport 5 game customized to include the “Audi Garage,” where gamers could select various Audi models to race in the game. Visitors were also offered a card for a free download of the Hot Wheels car pack featuring the 2014 Audi S3.
More than 95.4 million impressions were generated through TV, online, social media, print and radio. The event was also a sell-out. Gooooal!