Thursday, August 21, 2008

Audi A4 Challenges IPhone Users Driving

The first major car manufacturer to tap into the iPhone phenomenon would be Audi. They created a new iPhone application called the "Audi A4 Challenge." As the news release states,

"a driving game that utilizes the iPhone's accelerometer (motion sensor) to steer
a digital version of Audi's entirely new 2009 A4 through a series of
progressively challenging courses. Players maneuver the course and race against
the clock to beat their own personal best time. The application is now available
free of charge on Apple's iPhone Application Store. The 2009 Audi A4 will be
available in Audi dealerships nationwide starting in September of 2008."

The game was created in two weeks and is featured on their specifically designed for the iPhone website: As Scott Mellin, CEO of Factory Design Labs (the ones who created this ingenious marketing campaign) says, "This is the first application by an automotive OEM, but it's also reinventing the shopping experience. In combination with the A4 iPhone web site, this is the first viable mobile marketing solution in the automotive space. Importantly, it is also a unique way to engage the consumer with the DNA of the Audi brand."

As a person that values a good marketing campaign and a company that embraces technology; I commend them on their approach to engage consumers. The other part of me is screaming at the idea that every car maker will be looking for a way to up the ante. It's only time before they find a way abuse this idea. hopefully it will not come to that and companies will continue to leave the choice to the consumer as to whether they want to learn about the product.

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