The eCRM-Campaign Audi A4 Globaldrives should create publicity for the Audi A4, offer an incentive program to the A4 target group and increase sales of the new model without actually depicting the car. The challenge was unifying an innovative design with an interactive creative campaign. To this end a completely new tailor-made technical solution was needed which, for example, was able to integrate mapping data in Flash. The site should offer inspiration for Audi drivers, provide fringe benefit as well as motivate them to return often.
A4 Global Drives combines an interactive community with a test drive: The central area of the site is the world map where users can enter their dream routes and take part in a competition. Every route can be judged by other users with up to five stars – this emphasizes the web 2.0 character of the site. The routes are individually presented via images, features and a voting functionality which rates the route. The most exciting routes will be regularly selected by Audi as winners. The route creator and voter win the chance to drive the route for real.
Using technologies such as MS MapPoint and Virtual Earth, an innovative website which is brought alive by user interaction has been created. The whole world can be viewed via satellite pictures from MS Virtual World in a flash interface.