Audi will put #tags on its Superbowl advertisement this year even though it knows that most of the people seeing the ad will have no idea what it means or how to make use of it. http://adage.com/superbowl/article?article_id=148568
I can’t help asking, why? I fully understand that when you make an investment of millions of dollars in a campaign for the superbowl you would want to leverage that investment into as many channels and media as possible, but this looks to be a bit of putting content there for the sake of putting content.
I wonder what the marketing objective is behind the campaign: awareness or penetration, share of requirements, loyalty? Audi say they are adding the #tag so that viewers can follow conversations about the ad on Twitter. Fantastic, but what behavior am I looking to change in getting the consumer to do that, apart from bringing them into the Twittersphere?
The Marchitect 