How Audi used Snapchat to engage consumers

Stephen Whiteside

On the night of the 2014 Super Bowl, users of Snapchat might expect to receive a barrage of football-related content from any brand savvy, or brave, enough to use the mobile-messaging app, where images typically disappear from the screen after just a few seconds.

Audi USA not only had the courage to leverage Snapchat, which has around 30 million active users, to promote its latest car, the A3, during an event where TV advertising traditionally rules the roost - it was also bold enough to send out "snaps" which very deliberately talked about almost anything other than the NFL's showpiece occasion.

While speaking at the Ad Age Digital Conference 2014, Anna Russell - general manager of brand marketing at Audi USA - told delegates that the choice to use the "ephemeral" messaging app was motivated by a desire to reach a different demographic. "We're trying to target a new, millennial buyer," she said.