Audi App Opens Doors For Branded Content

Thomcult: It isn't just software developers who are taking advantage and who stand to profit from the distribution platform offered by the App store however. Audi has created a branded app/game for the store to kick-start its promotional campaign for the A4. Entitled the "Audi A4 Challenge", the app lets players test drive the vehicle in a series of time trials using the iPhone's motion sensing capabilities.

"I think our customers and potential customers are smart, tech savvy, and tend to use devices like iPhone," says Jeri Ward, Audi's general manager of marketing. "For us it's another way to engage consumers with the brand, and the approach in itself is very consistent with our brand DNA; it's an opportunity to connect with consumers at their level because they are using devices anyway, so we can bring product to them in unique way."

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