automotive

Audi Partners With Airbnb, Sponsors Emmy Awards

Audi of America is collaborating with Airbnb for a unique campaign that includes stays at the house featured in the TV spot.

The campaign is anchored by a 60-second spot featuring the Audi R8 called “Desolation” created by Venables Bell & Partners. The spot debuted online Sept. 14 on You Tube, the Audi Facebook page, and on the Airbnb Facebook. The spot will also air multiple times during the Emmy Awards telecast on Sept. 18.

This is the first time Audi has collaborated with another brand for a campaign of this size, said Loren Angelo, vice president of marketing, Audi of America. 

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“We chose Airbnb because of their like-minded approach to the marketplace -- always challenging the status quo to bring products and experiences to consumers that are relevant and disruptive,” Angelo tells Marketing Daily. “By bringing our brand together with Airbnb, we are offering fans an experience that’s truly unique and speaks to the Audi lifestyle.”  

In the spot, fans are invited to book an exclusive three-day experience, which includes a stunning Death Valley House in the Nevada desert near Scotty’s Junction (the home has no address, only coordinates on a map); a fully fueled Audi R8 Coupe in the driveway; and a professional driving experience. Guests will have an expansive 80 acres all to themselves, complete with straightaways and dry lakebeds for a chance to experience 0-60 mph in 3.2 seconds.

The booking comes with the full Audi VIP treatment, including a luxury chauffeur from Las Vegas McCarran International Airport, all meals, which are prepared by a personal chef, and evening entertainment/activities. Bookings go live beginning Sept. 18 and will be released once a day at 6 p.m. PST thru Sept. 24 at www.Airbnb.com/Audi.

“The campaign is aimed at anyone with a passion for travel and speed, but more specifically, the Gen X and Millennial audiences, as we know experiences like these resonate with their lifestyles,” Angelo says.

Audi’s role as the official automotive partner of the Television Academy for the 68th Annual Emmy Awards marks the brand’s sixth consecutive year as a sponsor. The Audi R8 and Q7 vehicles are set to take over Hollywood as the automaker serves as the official vehicle provider for the awards.

As the official vehicle of the Emmy Awards, the 2017 Audi R8 will make special red carpet appearances throughout September, including during the annual “Audi Celebrates the Emmys” event Sept. 15 in Los Angeles.

“Audi is a long-time supporter of the Emmy Awards and has used the platform over the years to introduce many new campaigns and creative,” Angelo says. “This year, once again, we felt the platform offered a perfect stage to introduce our collaboration with Airbnb.”

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