The document evaluates Audi's marketing efforts across print, online, and social media and gives them an overall grade of a B+ for demonstrating their brand's qualities of style, functionality and fun while effectively engaging customers through targeted ads, an informative website and Twitter presence, and the interactive Audi Connect feature. However, their Twitter page design was criticized for being inconsistent with the Audi brand image and looking unpolished compared to their other marketing channels.

1. I’m the CMO!
EVALUATING THE
AUDI EXPERIENCE

2. SAY HELLO TO
AUDI QUATTRO
Print Ad Owned Media Earned Media

4. AUDI IN PRINT
LUNA PARK AD
1. Ad objective – To show consumers the Quattro’s abilities in the snow.
2. Target – Drivers looking for powerful, smooth handling and a fun
experience.
3. Brand says – “The Quattro drives like a dream through even the
deepest snow, and it’s such a great time that consumers can go
seamlessly from a snowbank to an amusement park!
4. Personality – While always functional and operating with superiority,
Audi can be pretty fun and magical, as well.

7. AUDI ONLINE
WEBSITE & TWITTER
Loved the website! Twitter? Not so much.
• Pleasing to the eye without being too • Quite ugly – not very Audi-like in
garish. Nice snowfall animation. appearance at all.
• Highlighted holiday offers right away. • Did have some interesting tweets
regarding Audi news, up-to-the-minute
• Had a sort of “quick view” menu at the Audi hashtags, and some retweets from
top for consumers who know which car Audi customer twitter feeds.
they want, and more guided links for
those doing general browsing
• Links to news and to Audi connect!
More on that later.

8. ASSESSMENT
AUDI’S GRADE
Let’s get wordy!
B+
The Twitter page is what brought this down from an A. It was very inconsistent with the brand image – there was nothing
good looking about it at all – seemed very amateurish. An irresponsible oversight on Audi’s part. Obviously they can do
better! Their website and print ad did show that Audi (almost) always looks gooooood. From the cars, to the print ads, to
their major online presence, Audi was streamlined and strong and polished while still catching the eye. They do this
great thing where they are minimalistic and detailed at the same time. With the ad, it was just some simple tire marks in
the snow, but the magical look of the Luna Amusement Park entrance and details there gave the ad a great feel. Their
website could have been pretty basic, but the animated snowfall in their holiday homepage added a nice touch.
Content-wise they were the same way. Those who wanted a quick look at their favorite model could do that easily, and
those who wanted to delve into the depths of the brand were given ways to do that as well.
Audi’s demonstration of activities to know the customer was great. On twitter, re-tweeting consumer tweets lets us know
that they ARE listening, and it always feels good to get real interaction with a brand. Makes consumers feel special. The
stand-out was the Audi Connect on their website. It’s an interactive online service that gives perks to the consumer, but
also undoubtedly allows Audi to monitor behavior and get a great idea of what consumers want, what info they seek out,
and what features they are most interested in. Audi Connect offers Audi hotspot instructions, gas price and weather info,
bill pay, special offers, and Audi tech tutorials!
The use of Audi connect almost forces consumers to build a loyal bond with the company, because once someone really
starts to use the features, they (and their car, and their driving experience) are deeply intertwined with the brand. It
becomes more than just a logo on the car a person owns as it ends up inserting itself into daily interactions with the
consumer.