This is a guest post from Murray’s new video project The Future of Engagement showing the impact of Audi including a hashtag for their new commercial about LED headlights being as “close to daylight” as you can get.
In the video, Murray says he chose Audi because they were very creative last year and they were the first advertiser to include a hashtag in their ads.
This past weekend was the Super Bowl, which can be as much an advertising event as a football game. Audi’s commercial shows an Audi pulling up to a vampire party at a bonfire and accidentally vaporizing the terrified vampires.
They pushed the messaging on Twitter through the #solongvampires tag. Here’s a look at what kind of a bite the video campaign took out of social media’s neck:
Highlights:
- Audi used #SoLongVampires hashtag to extend the campaign to Twitter, and pushed traffic to the USA Today Admeter where it became the #8 most popular Super Bowl ad.
- Topsy shows the #solongvampires hashtag as been tweeted 3,581 times to date.
- 4x increase in mentions during the week leading up to the Super Bowl.
- The commercial got more than 4.8 million views on YouTube by the Monday morning after the Super Bowl. Watch it here. As of Wed Feb 7 at 4:00 CST the Audi Vampire commercial has had 6.4 million views.
Mentions of Audi related to their Super Bowl #solongvampires campaign
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Keeping up to the modern age is very important. Audi as a car brand has over the years in the technology that they use evolved and kept pace with the times, in the same way, they have also kept their ads peppy, modern and worth multiple watches.This is true with this ad as well as it has the modern hash-tag associated with social network site Twitter on it. Great going to the Audi guys!
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The video is great! It was much interesting to find out information about all this stuff
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Twitter: dmcileasing
February 10, 2012 at 3:01 am
Twitter: @dmcileasing
Another spectacular car from Audi, truly they are one of the most reliable and gain influence in creating majestic vehicles. But what I like most is the employ of hashtag helps making it popular. Such a good approach!
I have never seen such a huge response for an ad on Youtube. I think the usage of Hashtag has greatly influenced counts for this ad. I think Twitter also should be given the credit for this success. The ad makers must have seen the use of Hashtags on social networking sites used for variety of events. I liked the ad, it is a unique ad and it clearly signifies the product of Audi.
Twitter: jesicawillss
February 10, 2012 at 12:40 am
Twitter: @jesicawillss
It is a great article. Thanks for sharing this video.
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the commercial is simply great and i liked it a lot
thanks for this post. the fact that social media has find its wait to everything is quite amazing. i agree that audi is one of the best brands of the cars. i wouldnt mind at all having one
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Twitter: worldwidejazz
February 9, 2012 at 8:03 pm
Twitter: @worldwidejazz
Meh. I don’t really keep up with Audi cars but they are indeed high quality. I didn’t even watch any of the Superbowl commercials.
Twitter: rencsc
February 9, 2012 at 7:59 pm
Twitter: @rencsc
When I saw the video, I thought impressive. Seeing links to social media accounts, impressive but becoming the norm. However, taking that further to a hashtag undoubtably had just….. unfathomable …. I don’t even know the words to accurately convey what I want to say. The potential in so many areas is just mind blowing when you step back and consider all the possibilities. Absolutely Brilliant on Audi’s behalf.
Twitter: FindHomesNow
February 9, 2012 at 7:21 pm
Twitter: @FindHomesNow
Interesting statistics presented here. Audi certainly got a lot of view on their commercial.
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I saw this commercial and I thought it was clever and funny. I think they did a good job putting this commercial up on Superbowl weekend.
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its really interesting that he chose Audi because they were very creative last year and they were the first advertiser to include a hashtag in their ads, nothing mentioned about the quality or practical benefits
Twitter: Jeff_Bronson
February 9, 2012 at 1:00 pm
Twitter: @Jeff_Bronson
Wow, 3800+ mentioned of that tag, Audi did something right!
Thanks for the video
Social media is everywhere can we ever get away from it for awhile. Not that it is that terrible. It is like the blob, consuming everything and growing during the process!
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Hash tags made the ad look even better in my view. What I saw of it, I found the ad appealed to me because of the tags and the number of times that it was used. Audi is a well-known name in the car world by itself so it doesn’t surprise me much that they went for something out of the usual. The ad was a success.
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This entire hash-tag syndrome is one that I would like to trace to the Twitter-effect. The social network site uses hash-tags to highlight events that trend on it and perhaps the ad maker wanted to pay tribute to that. Audi is a popular brand and this hash-tag usage helps add to its appeal as a brand for the modern Twitter using generation of car drivers. The ad is really well thought out and well executed. Really loved it and found it different and yet very meaningful.
Twitter: danlew
February 8, 2012 at 10:24 pm
Twitter: @danlew
Super Bowl has been on-demand right now and exciting to watch. 4,8 million views for this commercial only? Oh wow!
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Twitter: MurrayNewlands
February 9, 2012 at 1:17 pm
Twitter: @MurrayNewlands
That 4.8 million is for online YouTube views from the official Audi channel only, and now it’s up to 6.5 million.
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I don’t think there is no doubt that Audi being the most popular car brand. But the new ad of Audi about LED headlights created by using Hashtags is really superb! I think this is the main reason why this ad has got so large number of hits. I think usage of hashtags in ads should be increase to create more creative ads.
Twitter: MurrayNewlands
February 9, 2012 at 1:20 pm
Twitter: @MurrayNewlands
I’m curious how the hashtags made the ad more creative. If anything, I thought they didn’t affect the creative side of the ad very much but helped the ad spread on social media, like I said in the Future of Engagement episode.
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I am very impressed about the video it is awesome. it is my first time to see a commercial that reaches 4.8 million viewers in YouTube, this is a record. it is true that Audi is the most expensive brand of car ever been made. I am just wondering why don’t they use this car in horror movies.
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Love how social media is being integrated into EVERYTHING we do!
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