A promotion from Audi of America encourages Audi fans to participate in a user-generated content contest in hopes of becoming the “official Audi Holiday Gift Tester.”
The automaker debuted a holiday short called “The Gift Tester,” featuring the 2019 all-electric Audi e-tron SUV. The online-only spot was created by M/H VCCP and has gotten over 1.1 million views on YouTube since its debut Nov. 14.
“With ‘Gift Tester,’ we went to our fans with the challenge that a high-technology new product like the Audi e-tron needs qualified testing that even Santa isn’t quite ready for,” Loren Angelo, vice president of marketing, Audi of America, tells Marketing Daily. “We want to give fans the opportunity to engage with our brand through their passionate stories, as well as having the opportunity for one selected special tester to be a part of a video series of intensive elf gift testing the all new, all-electric Audi e-tron SUV.”
As the spot begins, viewers are transported to a section of Santa’s workshop where gifts are tested before they are shipped out for the holidays. Santa’s Director of Elven Resources is short-staffed and on the look-out for her next new hire: The Gift Tester.
Viewers had until Nov. 20 to go to TheGiftTester.com, answer questions and submit a video explaining why they are the top candidate for the job. Audi will interview select applicants over video chat, and the chosen Gift Tester will take the Audi e-tron through holiday-themed trials that will be released as a series of social videos across Audi content platforms.