Customized Events: Audi Tailors Ride-And-Drive To Attendee Preferences - Event Marketer

Customized Events: Audi Tailors Ride-And-Drive To Attendee Preferences

Audi of America is promoting its new Q7 SUV with “Streets of Tomorrow” a ride-and-drive tour that includes lifestyle demonstrations tailored to each attendee’s interests.

The events kicked off Saturday at Belmont Park in Elmont NY and the Four Seasons Aviara Resort in San Diego. Participants entering the venues are greeted by a concierge who discusses the activities available at the event (ranging from cooking demos to home electronics) asks the guests which ones are of most interest and prints an itinerary based on their choices. Reps from other brands including travel company Abercrombie & Kent and sound systems manufacturer Bang & Olufsen lead the sessions.

“We really felt that besides knowing our products people really need to know the… breadth of the brand ” Stephanie Valentine Audi’s experiential marketing leader told Buzz. “There are lots of ride-and-drive experiences but we wanted to set ourselves apart and have people walk away and say ‘Wow this is more than just driving a car.'”

Attendees must pre-register to attend; the ride-and-drives are promoted through in targeted invitations and Audi media and marketing partners. The event moves to Los Angeles Philadelphia San Francisco Atlanta Seattle and Miami before wrapping in Dallas in June. Agency: MVP Collaborative Madison Heights MI.


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