The new Audi TT launched to the public late 2014. The TT is aimed at young audience, with a high disposable income. We wanted to find a way to really connect with this audience who spends less time paying attention to conventional advertising channels and more time using social platforms.
Since Valentines day was around the time when the TT became available at dealerships we thought: why not turn a long wait (for a test-drive) into a fun flirt for Audi lovers?
Be my ValenTTine — the first automotive campaign using the Tinder profile.
For Valentines day we partnered with Tinder to create a profile for a shiny new Audi TT. Four days beforehand, we put the profile live and lined up our social team to chat,
flirt and seduce everybody who 'liked' it. The day before Valentines' Day we picked a
winner who got to 'date' the car for the whole weekend.
We created a wrap-up film of the whole story and posted it onto Audi Deutschland's
social media channels, where it racked up over 50,000 views, likes and shares. The Audi TT Tinder profile got a very high engagement rate for a localised campaign(profile range was 30km around Berlin). We ran the campaign for just four days and totalled over 3,500 profile views in that time, and over 20% of them decided to like and engage with the profile.