Ed Bristow's recent articles
Audi Germany’s photo contest engages Quattro owners and drives purchase intent for new RS6
Audi Germany shows that photo contests can be a good way to increase engagement from current Audi owners and generate purchase discussion around a newly launched model.
On 9th December, Audi Germany introduced a photo contest on their Facebook page to support the launch of their new RS6 Avant Quattro. Fans were asked to post photos of their Audi Quattro cars in action to win exclusive prizes, including a place on the Quattro driving experience tour. While running the competition, Audi also posted a series of content about the RS6 on their page and tweeted about the launch on their Germany Twitter handle.
Our analysis shows that Audi Germany has been successful at engaging their fans around the new RS6, with the proportion of People Talking About This consistently much higher in the last few weeks than the other Germany automotive pages. This is driven by Audi owners sharing their contest photos and Audi’s RS6 posts gathering altogether over 60k likes. Moreover, Audi's strategy drives fans to express their desire to buy the RS6, with 30% of comments saying they “want” and “will buy” this car. This suggests that contests designed to engage current owners, by asking them to share pictures of their car, helps ensure that the competition is driving purchase intent among likely buyers.
Engagement on Audi Germany’s Facebook page is consistently stronger than the competitors’ during the campaign:
- Audi Germany’s strategy engages its Facebook community: The proportion of People Talking About This on their Facebook page is about three times higher than the average for other Germany automotive pages in the last few weeks
Audi Germany’s photo contest and RS6 pictures also leads fans to express their desire to buy the new car:
- A significantly large proportion of consumers discuss purchase intent: 30% of their fans express their desire to purchase the new RS6, stating that this is their “dream car” and even explicitly saying they “will buy this car”. This demonstrates that getting owners to take part in a competition can help auto brands target likely buyers of the new model, whilst spreading awareness amongst other potential buyers