The Audi A6 experience for iPadAudi recognized that more and more people are using mobile technology instead of PCs to shop for new cars. So when they launched the new, highly intelligent Audi A6, the A6 iPad app became the perfect way to put the brand in car shopper’s hands.

The effort began with iAds that mirrored the app’s design cues. As shoppers relaxed with their Sunday New York Times, they could learn about the car and download the Audi A6 iPad experience. To catch the attention of shoppers checking social media, Audi sent out tweets, posted messages to their 4-million+ Facebook fan base and added an iPad tout on their A6-specific Facebook page.Anchoring the campaign was Audi’s own digital channels. Touts promoting the app could be seen by shoppers visiting AudiUSA, Youtube, Audi mobile and Audi dealer-specific pages.The launch effort caught the attention of the press. Online publications such as Luxury Daily and Automotive Fleet wrote favorably articles while FWA named the app “Mobile of the day.”Overall, it was a successful introduction that engaged shoppers. Users loved the car configuration feature, changing colors more than 15 times on average, looking at the car from many angles, and watching more than 5 videos per session. To top it off, users spent between 7-10 minutes on average in the app with some users spending more than 30 minutes exploring the A6’s features.