But you have to wait until the morning of gameday to see it. Complete a brief registration on Audi.com and you’ll receive an email on Feb 3rd with a link to the ad that will debut that evening during the Super Bowl.
This ad is going to be hot. Audi is looking to reshape your entire perception of the brand and start a new era in luxury automobiles. With a Godfather-like theme and powerful message meant to "grab into the heart and soul of the American struggle and the American entertainment business", Audi is trying to create the ad event of the game.
A big part of their goal is to get people talking about the brand. Marketing VP Scott Keough told AdAge in December, "We want this to explode on the Web and get people talking,"
If they want to get people talking, why are they waiting until hours before the game to send out the preview? How many people are going to be online on a Sunday morning? Even if they released the ad on the Friday before the game, they could get people talking around the water cooler, build valuable talk in the blogosphere and increase anticipation by letting people spread the video virally.
They are banking on creating that impact after the game. Will the viral impact be greater after everyone in the world has seen the ad… or before the game when the ad is still wrapped in mystery?
We’ve found that found that media
coverage and social media discussions of Super Bowl ads drops off
quickly after the game. The advertisers that leveraged the media the
most before the game got the most traction in the media afterwards.
For more on this analysis, you can download the abstract on our site
for free.
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