May 15, 2013
Audi’s Spock Showdown Brilliant Social Media PR
Many of us at 5WPR have been interested to see what the next YouTube-released major product commercial would be. We talked about the hilarious Jeff Gordon “test drive” commercial previously. Now Audi has grabbed the baton at a full sprint with their Star Trek “Challenge.”
The two-minute commercial spot stars two generations of Mr. Spock, Leonard Nimoy and Zachary Quinto, in an escalating series of competitions that leaves them racing to the golf course. Loser buys lunch.
It’s not surprising to see a star from an upcoming summer blockbuster getting some crossover PR from a quick commercial spot. What’s unique about this particular commercial is that Audi not only tipped its hat to Zachary Quinto’s “summer job,” they built their entire commercial around it. This spot is a blatant appeal to Trekkies. A mixture of hot cars and cool technology – without the almost obligatory hot model – this commercial aims directly at people who are already planning to see the movie.
Car guys will love this commercial because the cars involved are stellar. Star Trek fans will love this commercial because, for them, this pairing is interstellar. The cool gadgets and luxury amenities are cool and luxurious no matter why you are watching the commercial. So, even though it appeals directly to Trekkies, it has genuine crossover potential.
At 5WPR, we believe that with any multimedia PR campaign, quotable takeaways are a must. This commercials excels in this area. When another fan asks what the commercial is about, it is easy to give them the “highlights.” Any time you want content to go viral, your viewer needs to be able to tell someone: “This happened, then this, then this happened…” and so on. The more specific memorable points you can drive home, the more successful your PR campaign will likely be.
Nimoy sings Bilbo Baggins
This sort of short clip breaks the fourth wall and speaks directly to a very specific subset of viewers. It’s likely that many younger Trek fans have never seen the eclectic circa 1970s music video with Nimoy singing about a Hobbit. But those who have seen it will laugh out loud and immediately tell their friends.
Ronn Torossian’s bottom line…
Timely movie promotion, crossover appeal, surprises and quotables – this commercial hits on many levels. This is simple, classic entertainment PR, cutting-edge social media PR and a terrific win for Audi.For what you need to create your own viral YouTube super hit, contact Ronn Torossian and 5WPR here.