Audi's Super Bowl plans are extensive, including a 60-second spot and a social media war room on both coasts. The carmaker's efforts also include Snapchat while teaming up with The Onion, Adweek has learned, to produce humorous "snaps" all day Sunday.
Snapchat has quickly emerged in the last 18 months as the go-to social channel for consumers in their 20s or younger. While every brand likes to be top-of-mind with the kids, Audi's play appears to be driven by appealing to folks who might be actually interested in topics that have little to do with the Super Bowl.
Loren Angelo, director of marketing, Audi of America, said this slice of the larger initiative—dubbed "Stay Uncompromised"—would focus on "anything and everything happening outside the football bubble on Sunday." He said the humorous snaps will riff on pop culture, weather, regular news and fun facts.
The Snapchat push seems to gel with with the brand's quirky Super Bowl ad, which has been teased out and features singer Sarah McLachlan and a "doberhuahua." (See commercial below.) The social-mobile snaps will work in unison with hashtag (#StayUncompromised) efforts across other interactive channels such as Facebook, Twitter and Instagram.
"We realize the Super Bowl is no longer just a one-day event," Angelo added. "It’s a month-long conversation."
And since Snapchat messages disapper in 10 seconds, Audi's conversation is definitely going to be broken into interesting pieces come Sunday.