At the New York International Auto Show, Audi engaged in a playful "Wi-Fi hacking" stunt in order show how the Audi A4 compares to the BMW 328i.
Since Wi-Fi is often in short supply at large-scale public events, Audi took it upon itself to provide access to the Internet and deliver messages to the event-goers within the network names. In the names of Wi-Fi networks, Audi created seemingly cryptic, yet informative statements about the two cars that would catch the eyes of car journalists, such as: "_A4 3D sound. 328 2D" and "_A4 Leather. 328 Cloth."
According to the MUH-TAY-ZIK agency, which was responsible for executing this stunt, the cleverly named Wi-Fi networks resulted in a 142% increase in brand awareness on social media and Audi was the most talked about luxury car at the New York International Auto Show.
Automotive Wi-Fi Campaigns
Audi's 'Wi-Fi Hacking' Stunt Used Network Names to Share Info
Trend Themes
1. Creative Wi-fi Marketing - The success of Audi's 'Wi-Fi hacking' stunt shows that companies can creatively use Wi-Fi as a marketing tool to increase brand awareness and engagement at events.
2. Interactive Experiential Marketing - Audi's Wi-Fi campaign demonstrates the effectiveness of interactive and experiential marketing tactics in creating memorable brand experiences that resonate with consumers.
3. Alternative Advertising Channels - Alternative advertising methods like Wi-Fi network names present a unique opportunity for brands to reach consumers in unconventional ways, sparking interest and conversation around the brand.
Industry Implications
1. Automotive Industry - As demonstrated by Audi's Wi-Fi campaign, the automotive industry can use innovative marketing tactics to create a memorable brand experience and stand out in a crowded market.
2. Advertising Industry - The success of Audi's Wi-Fi campaign highlights the potential of using alternative advertising channels as a way to increase brand awareness and engagement in a cluttered advertising landscape.
3. Event Marketing Industry - Wi-Fi marketing campaigns like Audi's can be used effectively by event marketing professionals to create shareable moments and build buzz around events, leading to increased attendance and engagement.