• Forbes CMO Marketing, Thursday, January 21, 2010 10:49 AM

By joining the Super Bowl lineup in 2008, Audi "made a strategic shift from being the great unknown car to the great known," CMO Scott Keogh tells Laurie Burkitt. And despite the high price tag, it finds that the ability to reach 95 million consumers gives it an unparalleled ability to distinguish itself from larger competitors.

How so this year? With "witty, entertaining and humorous" creative, Keogh maintains, that will push a very relevant message: efficiency. The spot revolves around the Audi A3 TDI with a diesel engine that Keogh says is more efficient than the Toyota Prius or Honda Insight. "Americans are talking about green, and this is a green car they'll want to see," he says.

Meanwhile, Stuart Elliot reports in the New York Times that advertisers for Super Bowl XLIV are adding "a robust presence in social media like Facebook, Twitter and YouTube to their marketing lineups." And in Brandweek, Steve McClellan reports that a Nielsen survey finds 51% of viewers enjoy the Super Bowl more for the ads than the game.

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