When launching a trilogy of concept cars, how do you ensure that third time is still the charm? For the reveal of their new urbansphere concept car, Audi (@AudiOfficial) and its partner agency We Are Social (@WeAreSocialDE) turned to Twitter to boost the launch, tapping into millions of auto enthusiasts on the platform to drive real-time conversation.
Activated in Germany, Austria, Switzerland, and Finland, the first stage of Audi’s urbansphere campaign was raising awareness of the pending livestream launch. To do this, Audi utilised a Video Ad, teasing the upcoming launch and offering brand notifications to encourage sign-ups for the event. All users who signed up received a reminder notification on the day to watch the launch, which effectively drove audiences through to the livestream page.
To amplify awareness further, a Twitter Takeover was also deployed on the day of launch, with Audi placing the urbansphere’s teaser content at the top of the Timeline and the Explore tab, linking audiences to Audi’s livestream to discover more. This ensured that auto-enthusiasts were aware of the launch as it happened, encouraging engagement with the campaign there and then.
After the successful livestream, Audi didn’t rest on the laurels of a successful launch. The original Twitter Takeover asset was updated to showcase the newly revealed urbansphere, allowing @AudiOfficial to promote the concept to the widest audience possible.
In the following days, conversation around the launch was humming amongst the auto enthusiasts, with over 1.9k mentions of the #WorldPremiere hashtag used after the urbansphere’s launch. This buzz was sustained by @AudiOfficial through further video ads, which promoted the urbansphere reveal to those who had missed out on launch day.