Showing posts with label viral. Show all posts
Showing posts with label viral. Show all posts

Thursday, December 20, 2012

Rapping White Parents are Viral Video Gold

I loved Toyota's Swagger Wagon when it came out back in 2010. It provided some much needed entertainment in the difficult minivan space where a lot of buyers felt they had to defend their purchase of a minivan against a slew of cooler SUVs.

That was almost 3 years ago and it's been awhile since we have had an automaker try the formula:

Parent(s) + Kids in diapers + Toys + Car + Casio Keyboard Synthesizer + Rap = Viral Video Gold

The parent rapping formula definitely works, Toyota's video has over 11 million views. Then there is a recent addition from the comedy team Bluefish TV that has over 1.6 million views.

Fiat decided to enter this genre and has netted near a million views already; though, it's unclear how much media is behind the success.

"Word to all the mothers out there. This one goes out to you..." reads the YouTube video's description.

It is what you expect a lot of hang wagging, complaints about spit up, rhymes about life before being a mom, a mention of snot, and an attractive upper-middle class mom doing the simplest rap tempo.

The ad, called "The Motherhood", promotes the British release of the Fiat 500L a car we cannot currently get in the States.  If you are familiar with automotive naming, you can quickly figure this is a Fiat 500 "Large" basically Fiat's answer to the MINI Countryman. It made it's debut a few weeks ago at the Los Angeles Auto Show.

I'm sure the 500L rap video will continue to gain views. Sadly this formula works. Fortunately, the world is ending tomorrow and with it hopefully the end of rapping white parents complaining about their trials raising kids. It was a creative and fun idea once. The copycats have been painful. Here, here to the Mayan Apocalypse!


Wednesday, November 17, 2010

Ford Enters the Sarcastic Electronic Greeting Card Industry

If you are not familiar with, checkout the site now. It's a brilliant site that takes a sarcastic stab at the greeting card industry.

Ford has become the first automotive company to sponsor someecards eCards. The Fiesta launch gives Ford a youth oriented product where it can have some fun with its media communications. Two eCards are now available on the site that feature automotive messaging along with a "Sponsored by 2011 Ford Fiesta" label. It's a playful way to have some fun with the product and tap into the existing viral success of the someecards website.

The Ford Fiesta sponsored eCards are accompanied by a couple banner advertisements from the Fiesta campaign to help strengthen the alignment with the vehicle's marketing goals to drive consumers to the shopping site.

Thursday, August 12, 2010

Dodge Wants Some Viral Appraisal

Dodge is extending their "Freedom" TV spot with a new online video that has an elderly woman stopping by antique stores to get an appraisal for a photo of George Washington and a few colonial soldiers posing next to a Dodge Challenger.

I do enjoy the attempt to extend the campaign online with a video that pokes fun at the absurdity of the commercial's concept and it does show Dodge has a sense of humor about the idea (how could they not?) However, I wonder if the video is funny enough to get any significant views.

It's charming for a second, but I'm not a die-hard Dodge or Challenger fan so I'm not really the target audience for the video. It had only 100 views when it showed up in my recent Channel updates screen on YouTube; though, the video has only been live since late yesterday.

Personally, I'm loving this Dodge ad more: Dodge Tent Event


Wednesday, May 5, 2010

Toyota Swaggers Into Effective Product Positioning

A few people have asked my thoughts on the Toyota Sienna campaign, particularly the idea of positioning a minivan as a “Swagger Wagon.” Well I have to say I love it. It is becoming one of the best campaigns of 2010.


1.) It gives the vehicle a distinct personality. This is rare these days. Most marketing today is about showcasing individual features of the car. Here Toyota is focusing on giving their minivan a unique positioning statement.

2.) It mocks the target consumer in a way that even the audience it is trying to reach finds it fun and unoffensive. Anyone buying a minivan has surrendered to a life of sacrificing style for function. Toyota’s marketing team has built off this surrendering by having some ridiculous fun with the parents by blending the hilarity of rapping middle-age parents, focusing on the lifestyle as if it is something to be desirable, and still maintain the product benefits to the consumer.

3.) The two actors are perfectly cast. Someone shared with me that they come off as “asshats” but I think they embody the sense that parenting has become too serious and really needs to relax. After years of parents over nurturing their kids, the time has come to get back to focusing on the needs of the parents and some relief from child rearing.

4.) Oddly enough it creates a sense of pride in the vehicle. The Sienna is no longer just another minivan it is a “Swagger Wagon” and that identity will stick. Good or bad, it will and those who buy one will find a sense of pride in owning it. Imagine pulling up to the next family holiday party in your Swagger Wagon. Now that’s style over function.

To launch the latest music video for the campaign, Toyota bought a roadblock on YouTube’s home page that featured a banner with an integrated video taking people to the Sienna YouTube channel. I looked at the ad unit early yesterday morning and there were around 40,000 views o the video. Tonight there are 466,748 views! A very impressive feat for a one-day home page ad unit; though, it wasn’t only the ad. Toyota received a lot of buzz coverage from the major and minor automotive blogs and some other media outlets because the video is actually entertaining.

The most impressive contribution, I didn’t once think about Toyota’s recall issues while watching it.


Monday, January 18, 2010

MINI's Eloquent Trash

There’s a behind the scenes article in MarketingProfs today about the MINI Cooper cardboard box idea that was done in Amsterdam last December. It provides some insight around what the creative team went through, how much the effort cost (under 5,000 Euros), and how the team responded to a similar idea done a few weeks before by Heineken. You should read the article. It is definitely an unique look behind the scenes, one we rarely get in this industry.

So how was the idea? Was it really “cleaver”? At first, I was a bit – so what? Who really cares about empty cardboard boxes on a few street corners around Amsterdam? Sure it’s cutesy. Yes it is typical MINI brand whimsy, but does it really do anything for the client's business?

Spending under 5,000 Euros was money well spent. The idea was covered across the blogsphere and MarketingProfs had their initial MINI cardboard box article retweeted across Twitter. People really liked the concept. Sure most of those retweeting the article were probably ad industry people, but the idea also received a decent amount of attention – for a very low cost – on several automotive sites.

The ad also communicated a clear, concise message. An empty box after Christmas shows everyone what you got for Christmas and a car stands out. Plus it creates desire in a fun, unique way. There’s a spark of jealousy that someone received a new MINI Cooper when all the passerby may have received were some socks and fruitcake.

What’s interesting to ad people is how a simple idea like this can generate so much viral attention, especially when most viral ideas involve hundreds of thousands of dollars for some Facebook application or video web series. So, it’s refreshing to see a simple idea generate interest at such scale.

The only thing I wonder is could another automaker have done this with a similar response? Yes, but few could. Maybe BMW or even Lexus as a play on their big red bow advertising. Unfortunately, I doubt a Chrysler or GM could have pulled it off. Mainly because they would’ve received backlash for not recycling or comments asking who would want a Sebring? Or can I return this Aveo before 31 days?

The thing is this probably works best for MINI because their brand has a whimsy and cool image. The brand helps the idea immensely. Even so, there is a lesson here. A simple message really can breakthrough and what’s great is that the message isn’t about some complicated new technology or performance benefit. No, in this case, it’s just the simple message of desire wrapped up in a cultural behavior; everyone can see what a person receives for Christmas just by checking out the next day’s trash.

Wednesday, December 2, 2009

Kia's Moochie Needs Zhu Zhu If It Wants Mania

Sorry for another Kia blog post (really I'm not obsessed), but in doing research for the Kia Soul Collective an ad network media buy must have picked up that I was a Kia shopper and sent a Moochie expandable ad unit to a site I was viewing. A what? A Moochie.

ACR New York, a creative advertising agency produced six-webisodes for the all-new Kia Soul campaign in collaboration with the David & Goliath agency. The experience called "Moochie Mania" is another attempt to appeal to the youth market.

The six-webisodes feature three recent college graduate friends trying to save their pet hamster. The hamster not only talks, only the three friends can hear his words, but the hamster is dying of a heart condition. It’s a real tug at your heartstrings story that is well sure to appeal to… someone.

The hamsters have severed Kia well on the Soul campaign. With over a million views of their Hamster TV spot on YouTube, the hamsters are definitely viral (I added up several posts of the TV ad to get the over million number.) To further extend that viral interest, Kia’s marketing team is promoting the “Moochie Mania Webisodes” on YouTube’s Promoted Video area when you search for the Kia hamster commercial, plus they are running a media buy outside of YouTube.

The Staggered Approach

Episode One was launched two months ago and did generate a fair amount of traffic to the YouTube video with over 50,000 views that is fairly decent assuming a minimal advertising spend.

The other two episodes (#2 & #3) have considerably fewer views that are pretty common in a staggered strategic approach. It’s my professional guess that the remaining three episodes still to come will perform even worse.

Why? Because staggered video content strategies assume an audience is growing and that early visitors are likely to return. But my experience and watching similar efforts like Audi’s Meet the Beckers, shows that visitors do not return. So unless the media plan increases as episodes launch, the later released content will not generate as much traffic.

Staggering really doesn’t make much sense for the main reason that most of your media spend, for an attempt at a “viral” effort like this, is at the debut of the first episode or two. Beyond that the team waits to see if the effort catches on and if it doesn’t the campaign moves on to the next idea and lets the remaining episodes launch as planned without much care.

The better idea is to have all the content available at launch for people to engage with and hopefully share if they find it compelling. The best idea is to plan your media spend in a staggered way too. Spread the media spend so that you spend say 30% at start and then spread out the other 70% as episodes are released, changing up where you buy as you learn what buys are performing best for this sort of content. Kia may be doing this for all I know, I'm just assuming their approach is similar to most. Spend the wad early and hope for a viral spark to ignite interest.

Moochie Needs a Viral Partner

Maybe Moochie could catch the enthusiasm of a popular kid’s toy that is all the rage this season – Zhu Zhu. Kia’s hamster looks very similar to the Zhu Zhu toys and there certainly is considerable buzz around them. It would’ve been pretty funny seeing a co-marketed product where one can buy a Zhu Zhu with a toy Kia Soul he can drive. Maybe that will cause some buzz even beyond the buzz of the original TV commercial.

Short of a major marketing alignment with a popular Christmas toy, the Moochie Mania probably won’t be much of a mania. It takes considerable, consistent ad spending to generate enough interest in a campaign like this and with all of these various efforts for the Kia Soul -- launch site, Go Hamster Go game on Facebook, Kia Soul Collective, this and I’m sure others efforts – it is probably a good guess that the marketing budget is getting spread pretty thin.

Wednesday, October 7, 2009

New York Times Gives Nissan LEAF Viral Push

Is the New York Times already bestowing viral marketing success to a campaign that hasn’t even launched?

I was left with this question after reading a short article about the Nissan LEAF’s “Viral Excitement”. According to the article Nissan has launched a successful marketing campaign by “enticing bloggers” with a video of the LEAF’s electric power train that is filmed in a style reminiscent of another viral video “The Story of Stuff.” Unfortunately, following a format that worked one time doesn’t mean viral success a second time. Isn’t odd to anyone that the New York Times thinks that having a video on YouTube will “entice bloggers”? How funny is that? Fortunately, the team doing this also setup Facebook and Twitter accounts, so that should help… uh-huh.

Seems the team at Nissan, along with their word-of-mouth marketing agency Zócalo Group, is about to embark on a promotion of the new electric car using social media engagement while driving across the United States, which apparently is the latest trend in brand experience marketing: BF Goodrich’s Nation of Go, Summer of Taurus and Scion x-Perience.

What’s most interesting is what’s missing – the actual car. Nissan will not be driving the LEAF so you won't see things like the cool interior (see image at right.) Really? Yep, they will be driving a Nissan Versa with the LEAF’s electric power engine inside. So probably beyond the usual sticker cladding that is sure to let everyone know this isn’t any normal Nissan Versa, it is missing the essential ingredient -- the actual car it is trying to promote. Looking at a Versa with a sparse engine bay isn’t as exciting as looking at an actual LEAF, which looks to be a an interesting design (see images here on Flickr.)

To be fair, we don’t know what Nissan will do at these marketing events and maybe they will spark a viral response. Hopefully the car will be a bit more than a Versa with a vehicle wrap and it remains to be seen how the marketing team will extend the US drive to a digital space. Of course the LEAF marketing team knows setting up Facebook and Twitter accounts and posting a video isn’t enough, but the New York Times thinks it is enough to build excitement.

Fortunately, the campaign has an excellent pre-reveal experience website at that highlights the vehicle’s vision, technology and battery design. There is a very interesting and well-done feedback mechanism right on the site that lets visitors ask a “Nissan expert about LEAF”. Site visitor questions are moderated and responded to openly on the home page. You can also look at questions by topics like charging, environment and features. It is a very cool implementation for a site where the product is a year away from launch.

Thursday, September 24, 2009

Audi's e-tron Concept Hopefully Not the Future of Website Navigation

I wonder if some sites ever went through usability testing. The Audi e-tron concept website definitely suffers from some significant design issues. First of all it contains no obvious cues about what one gets when clicking on the icon based navigation elements.

There are four key video content elements in the right-hand navigation featuring futurist diagrams and computer-generated imagery (CGI). Navigation includes design, technology, the intelligent automobile, and interior concept all visually demonstrating the e-tron’s features. The problem is each link is a tilted image not easily showing what the image is or what one sees when it is clicked on. In fact, the titled image navigation doesn't even seem like a navigation, you only know because your mouse changes its icon.

One demonstration is a nod to a future interior concept that seems very close to what might happen in the next few years. For example, a “Streets of Tomorrow” demonstration shows how the navigation of the future will tell us when we need milk as we are passing a grocery store. I think I heard this idea in 1998, but hey it still has never been done and people keep suggesting it. Telling me it is an idea no one wants, but keeps coming up in brainstorming or there is some technical barrier, I'm guessing the former. Another example is the car diagnostic system showing actual psi ratings of the tires is far more advanced than the Tire Pressure Monitoring Systems (TPMS) of today.

The footer of the site features a share on Facebook, a 360 view and a film of the product unveiling at the Frankfurt Auto Show. Another link shows the conversation that is ongoing across multiple social network properties featuring a count of YouTube, Flickr, Twitter and blogs covering the vehicle. The conversation section is very well executed and makes for an interesting way to showcase social dialog. This technique is becoming a standard approach as it was recently featured on the TDI site Audi recently launched.

When a social conversation is selected, Audi returns a very nice card that shows the social media content and allows the user to view it on its source site or one can Tweet the content if they so wish. The execution is very nice and one of the best implementations of social media content integration and sharing I have seen. Audi truly is on to showing all sites a very effective to show buzz and allow further sharing through a clean, well-designed interface.

It’s too bad that the Audi e-tron site suffers from some difficult navigation. Some proper usability testing would have corrected many of the apparent issues here. Of course, I haven’t put the site through testing, but having done testing on many sites in my decade plus experience, I’m sure the site would have some major hurdles for all but the technically adept or ultra-patient.

The big message here is the electric engine in an Audi R8 and whether Audi will really ever build an electric super car, especially after Audi President of North America Johan de Nysschen recently called anyone who buys a Chevy Volt a car for idiots.

Where the Audi campaign really shines isn’t this site. The really great work are the viral videos that were created to promote the site. There is a YouTube Channel housing three videos produced to launch the e-tron concept. All three are performing very well for a concept launch. The videos are getting over around 200,000 views each, which may sound low, but relative to most automotive content of similar nature the numbers are pretty good.

It’s great having this amount of content for a concept vehicle. Few concept vehicles get this much attention and I'm sure the agency, Venables Bell & Partners, had a great time concepting the effort. We had a similar effort done for our Lincoln C Concept car at the 2009 International Auto Show and it was very well received. I think car companies can benefit by extending the concept experience to a digital space, especially when the vehicle showcases some compelling exterior and interior design elements and technology advancements. The only caution with all of this futuristic design is that website navigation is still constrained to the usability best practices of today and designers should consider the aggravation complex site navigation can cause the average visitor.

Be cool, just don't be difficult.

Thursday, June 11, 2009

Hell yeah! Changed My Mind About Drifting

Alright this isn't automotive marketing, at least in the sense of this blog's usual coverage. The content here is from DC Shoes. Yet, it really energized me to look into a Subaru WRX STI. Forget the shoes, this commercial is all about drifting as a sport featuring professional Subaru Rally Team USA driver Ken Block.

What is drifting? It's basically burning through 50,000 mile tires in 5 miles. Checkout the following video for a high-octane demonstration. Gymkhana is a special type of drifting sporting event that is done in an open space littered with cones and obstacles. The Gymkhana drifting is featured in this video and truly showcases how cool and intense this sport can get.

Ken Block is a professional driver, but he is also co-owner of DC Shoes and Gymkhana Project is in its second phase with this latest "infomercial." You can see the original site here. The whole project showcases the power of Ken's skills but it is all about style and performance something DC Shoes wants to convey and something the Subaru Rally Team has no problem showcasing. And even though this about shoes, it's about the car too. The site features specifications on the highly-modified Subaru WRX STI. It really becomes a great showcase for the car.

It would've been nice some collaboration with Subaru, beyond what already exists with the clothing being promoted for the Subaru Rally Team USA.

The DC Shoes site is great at providing some extensible content through its blog which effectively communicates the events held around the Project. Access to the products being promoted in the DC store are easy to access and shown in clear, large images. The digital team also put up some excellent screen shots form computer wallpaper to keep fans in constant awareness of the promotion, well at least until something else fills the fan's computer screen.

The intensity of the performance video is very cool and something that was all the buzz when it was release a couple weeks back. I saw a coverage from all of the major and most of the minor automotive enthusiast blogs. Maybe next time Subaru can engage better with the DC content; though, to be fair that could distract from the DC Clothing being promoted. Done tastefully, some content extensions with the Subaru brand would be a good thing.

Wednesday, March 25, 2009

Nissan Rogue's Marketing Success Maze

I always love hearing case studies. Really. Must be a sickness, but there is something very cool about seeing how effective or ineffective things are within the business world, that’s why I was very intrigued when I received an email from MediaPost featuring an article entitled, Nissan's Agency Details Online Branding Success.

The article discusses some great strides by one of Nissan’s ad agencies, Tequila USA, made with a very limited budget to promote the Nissan Rogue SUV. They went the viral video route along with a video game featured on the Nissan USA website.

Two viral videos were done called “Maze Master” that featured the use of a wooden tilt-board game that was also turned into an online video game.

What’s interesting about the MediaPost article are the success claims by Kristi Vandenbosch, president at Tequila USA. The numbers just don’t ad up.

The campaign's results were so successful they even surprised Vandenbosch, she said. In four weeks, the YouTube videos were viewed more than 200,000 times.

I went on YouTube this afternoon and both videos had about 25,000 views each, putting the combined total 75% less than the claimed 200,000 views. I’m guessing the 200,000 number includes views of the videos on Nissan’s own website which really isn’t that surprising when you consider their web site has traffic going to it from all of their spend on media and search engine optimization.

"Many car dealerships were starting to see waiting lists to buy the car, which they hadn't seen in quite some time," Vandenbosch said.

Really? The sales numbers reflect a pretty steady sales volume for the Nissan Rogue. This is a good thing in a down economy where a lot of products were taking double-digit year-over-year sales hits (the Rogue only had one negative month in November with a –2.8% sales that month.) So, it looks like the car was beating the industry trend, but waiting lists? That’s pretty hard to believe based on the sales numbers and no significant jumps in sales.

Sales numbers not matching up with marketing success claims certainly isn’t news. I remember a good friend of mine at the Michigan MBA program who once told our marketing class that marketers just round to the nearest million. I just wish marketing case studies given at conferences were more reliable with their results. I’m always suspicious just as I was reading the MediaPost article today. Oh well, at least I learned something about Nissan’s marketing efforts with the Rogue and played a decent automotive video game that wasn't your atypical car race game.

Tuesday, January 27, 2009

Viral Fun? Four Guys Getting All Wet and Soapy

Mini Cooper's "Always Open" campaign for their new convertible is trying the viral video route by doing something every convertible lover wants to see - top down car washing. Whenever I get into my convertible I'm always tempted to press the automatic top button to see what will happen if I go through the wash sans top. Now I know. I'll get all soapy, wet and power dried.

Mini takes the fascination of convertible driving in a new direction as they show something that theoretically sounds fun and a bit rebellious as four guys video tape their drive through a car wash. The campaign team is definitely thinking this is something that could turn viral since it is video that probably wouldn't exist without marketing dollars influencing a local car wash owner to allow a drive top down. It, therefore, is unique video because I know I'm not going to payoff a car wash owner to try this at home. So unique yes. Viral?

This brings us to what makes a video viral. Unique helps, but it needs more to be viral.

Is driving a convertible through a car wash entertaining? It is, though, I'm sure the male demographic watching the Mini footage wishes it had some gender equality in the four seats. The marketing team knows this would definitely up viewer-ship, but at the expense of some negative press, especially from their 41% female owners (JD Power 2008.) Even so, they still could've included some women in the drive without it really turning into some salacious wet t-shirt contest brought to you by Mini. Editing people. Editing.

Is it funny? There are a couple moments. One guy takes a strong power jet washer hit and a back seat passenger puffs up while going through the drying cycle. Overall, it doesn't do much because it is so contrived and obvious the whole experience is a marketing stunt. Yet, it does have some interesting moments and is sure to get some circulation from the shear uniqueness of the content.

Is it relevant to the customer Mini is trying to reach? Absolutely. This is where the video is most effective. It shows the car in something other than city streets or with the wind blowing in your hair in the night sky. It's playful too which completely fits Mini's brand promise. Lastly, it is right with the messaging of the current campaign. The Mini convertible is even "Always Open" even in an unexpected car wash drive.

Sunday, October 26, 2008

Meet the Peckers Beckers

Audi has been known to poke fun at its competitors. The most infamous jab came in 2004 when Audi made fun of the Lexus LS’s self parking technology. The ridicule of Lexus continues in their new web site experience for the new A4 campaign, but Lexus isn’t the only one to take a hit or two. Mercedes and BMW owners are called out for their stereotypes too.

Meet the Beckers is an episodic experience that has more to do with the “what group do you fit into?” marketing communication approach. The luxury market is ripe with tons of stereotypes about the owners of particular brands: snobby, elitist, arrogant, and just plain assholes who think because they have a nice car they own the road, and two parking spaces (sorry Audi, your owners do it too.) With plenty to make fun of, Audi decided to do some comedy webisodes that highlight these stereotypes and, of course, show the sane, cool driver drives an Audi.

So, how does one find Meet the Beckers? Automotive blogs started promoting it first and I have yet to see any media put behind the site. The Audi USA site does not list the site anywhere off its home page or on the A4 vehicle pages or the A4 launch site. It is also non-existent from the current campaign Truth in Engineering I’m guessing a site that is more about exaggeration doesn’t really fit with “truth”, so Audi has let “Meet the Beckers” live on its own, separate from the current A4 and brand campaigns.

Having a site that is outside of the current brand and vehicle campaign, that even Audi acknowledges doesn’t fit in its current communications (evidenced by the difficulty of finding the Meet the Beckers), is something I don’t recommend since it is so disconnected from everything else they are putting out there about their product. So, Meet the Beckers just doesn’t fit with what Audi is doing.

The site does have the expected YouTube Channel. Views are decent, considering there is no media supporting the content. Unfortunately, nothing is really unique about the content or experience with the channel and you wonder why Audi didn’t just avoid the channel cost and post the videos up on the YouTube site without the burden of a channel to manage.

Regarding the site, there are a couple key things missing. Most prominent is a link to the Audi A4 for information about the product the site is promoting. Also, there is no way to share the video content through Facebook or MySpace. The site is expected to get views through viral communications yet Audi only provides links to “digg it”, “”, and “send to a friend.” The send to a friend execution simply opens one’s email software and places the following language in the body of the message:

Every Thanksgiving the Becker family plays football. And every Thanksgiving, things get worse.
Visit the link below to watch the game unfold.

Meet the Beckers. You're invited.

Does the content relate to the target and is the content funny? I felt the content was right on as I personally enjoyed and felt other consumers in this space would find the jabs funny and offensive in a fun way. Well, after doing a non-scientific poll on a well-known BMW enthusiast site, the verdict is in: 80% of the audience I polled enjoyed the first episode and left comments in support of the site; even though, the site really digs in hard against the BMW arrogant, asshole stereotype. Will everyone get it? No. But the enthusiast consumer does and it looks like that was Audi's aim.

All in all, the site does have some merits but the merits are outside of Audi’s current Truth in Engineering campaign and, therefore, will die a slow viral death since it doesn’t really fit within Audi’s major marketing efforts. I’m guessing Meet the Beckers came up in some brainstorming around what do with the new A4 campaign and someone felt it still was worthwhile to pursue even though the direction went elsewhere.

UPDATE 11/04/2008: Audi released episodes 2 & 3 and well let's just say they fell flat. The humor just wasn't as fun the second and third time around. Unfortunately, only the first video was worth watching and overall the concept became more about the ridiculousness of the characters (even the Audi guy became annoying in his normal-ness.) I did also learn that Audi did run some media to the site when episode 2 went live, they had some banners on Unfortunately, I didn't get a chance to catch the messaging.