Audi révèle sa publicité « démocratique » pour le SuperBowl

6a00d83451b3c669e2017c363994fc970b-800wiAudi vient de dévoiler sa publicité pour le SuperBowl, intitulé « Prom Night ».

Comme l’indique son titre, la publicité met en scène un jeune américain, sur le point de se rendre à la fameuse « Prom Night », le bal de fin d’année des derniers années de lycée, l’un des rituels de la société américaine. Comme chaque jeune américain qui se respecte, le protagoniste reçoit de son père les clés d’une belle voiture pour impressionner ses camarades et bien évidemment cette voiture est une Audi S6 Sedan.

Mais surprise, ce n’est pas une mais 3 vidéos qu’a dévoilé Audi ce 24 janvier :

 

[youtube]http://www.youtube.com/watch?v=oKwXsfI4oKE[/youtube]

[youtube]http://www.youtube.com/watch?v=ANhmS6QLd5Q[/youtube]

[youtube]http://www.youtube.com/watch?v=oeEym0mXDl8[/youtube]

Outre le script de la publicité qui n’a rien de révolutionnaire et son illustration de la signature de marque « Bravery », cette publicité d’Audi montre LA grande tendance de ce SuperBowl 2013, à savoir l’interaction entre la marque et son public via une mécanique de vote pour déterminer la fin de la publicité et donc la version finale. On a eu le droit à Coca-Cola avec The Chase, maintenant c’est Audi avec Prom Night qui utilise sensiblement la même mécanique d’interaction et d’engagement avec les fans, ou « démocratique » dixit la marque. A noter néanmoins qu’Audi fut la 1ère marque à intégrer un hashtag dans ces publicités lors du SuperBowl 2011, donnant un léger avantage au constructeur allemand.

Petite différence entre Coca-Cola et Audi, le dispositif social media d’Audi n’aura duré que 24h puisque le vote a pris fin le 25 Janvier au soir, avec la vidéo « Worth It » choisie pour être diffusée le 3 février au soir durant la première pause publicitaire du 1er quart-temps du SuperBowl

La publicité est conçue par l’agence Venables Bell and Partners et la bande-son nous provient du prochain single d’Hanni El Khatib, « Can’t Win Em All ».

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