Audi of America has been taking the nation by storm with their endeavors of going electric. As society continues to evolve, Audi strives to adapt and relate to societal and economical changes, while also matching the needs and desires of their consumers. Audi’s recent partnership collaboration with Sony Pictures, with their short digital film “Science Fair”, starring Tom Holland, has taken the art of marketing and storytelling to promote Marvel’s new movie “Spiderman: Far from Home” and Audi’s “all electric e-Tron GT”. Their use of creative storytelling allowed the collaboration to be both informative but also lighthearted and comical.
Their specific use of marketing gained the attention of various forms of audiences. A collaboration, promoting Marvel’s Spiderman, would target a mass majority of Marvel fans by increasing the excitement and anticipation for “Spiderman: Far From Home”.
Another form of targeted audience by the collaboration with their marketing tactics, is the younger and older generation. There was a form of symbolism when all four individuals were in the vehicle. The older generation sat in the back, while the younger generation was seated in the front, informing them on how Audi’s e-Tron GT maneuvered.
That symbolized the transition of the older generation to the younger generation. The world is continuing to evolve, though all age groups are experiencing it, the younger generation, specifically generation Z, are firsthand experiencing the innovations of new-age technology because they’ve been born into an “electrified” era.
This partnership resonated with me most, because I am a huge Marvel and Spiderman fan. Moreover, I really admired their marketing strategies. “Creativity and collaboration are fundamental elements and at the core of this business,” said by EVP of Brand Strategy and Global Partnerships for Sony Pictures, Jeffrey Godsick.
The collaboration with Audi and Sony Pictures, in my opinion, was a very impactful marketing move. Furthermore, not only was Audi promoted on the big screen, but it also promoted the idea of an “electrified” society to the new and younger generation. In my opinion, when a specific product, service or brand is continuously advertised, certain ways it programs a consumer or individual to experience FOMO. As the world continues to transition, I believe in a short period of time, a mass majority of consumers will be going electric.
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