Audi is taking full advantage of the growing wave of interactive marketing by putting their new premium hatchback, the 2011 A1, into the virtual world of Playstation Home.
Now, if you’re expecting a whole lot from this showroom, then you’re going to be disappointed to know that it doesn’t have any other feature other than being just a simple showroom. But the good news is that Audi is planning on releasing some sort of A1 game in the coming months to go along with more information regarding the E-Tron. That’s something that we can all look forward to.
This “A1 showroom” is Audi’s second attempt in integrating their brand to an interactive audience after the release of their E-Tron Vertical Run racing game, which has been played by over 700,000 players since it was released late last year.
Press Release after the jump
Experience Audi in the virtual world
* Futuristic Audi Space on the PlayStation Home virtual platform
* Showroom for the new Audi A1
* Audi e-tron in the Audi Vertical Run racing game
Audi is the first carmaker to make a home for itself within the PlayStation Home platform. Known as Audi Space, it’s a virtual world that architects and designers have given a futuristic look. It has a lot going for it, including the presentation to visitors of the Audi A1 on February 11. In addition, Audi e-tron stands at the ready for a test drive in a spectacular racing game. And the winners can lay claim to an exclusive Audi Apartment.
PlayStation Home is a 3-D community on the PlayStation 3. Since its launch on December 17, 2009, visitors to Audi Space have been able to learn in depth about the brand with the four rings. The main attraction there is the Audi Vertical Run racing game with the Audi e-tron – which has already chalked up one million races. Four electric motors accelerate the electric car in the game to speeds up to 200 km/h (124.27 mph).
The daring racetrack leads players between high-rise buildings and high above the roofs of the city. The grand prize – the lavishly designed Audi Apartments – can be found above the skyscrapers of the PlayStation world, with a view of the mountains.
The best race drivers experience typical Audi architecture, based on Audi Terminals all over the world, with their clear design and large glass facades. And it all wouldn’t be complete without a car, of course. The new e-tron can be parked right in the middle of the living room. The design of the surrounding buildings is based on the skylines of Tokyo and Shanghai. The concept was developed by the renowned architects at Allmann Sattler Wappner.
"The goal of the project was to present the Audi brand to a specific target group in a highly emotional and interactive environment. We pushed the possibilities offered by Sony on the PlayStation Home platform to their absolute limits," said Kai Mensing from Audi Online Marketing.
Lothar Korn, Head of Marketing Communications at Audi, explained that showcasing the brand within virtual worlds represents an important building block for Audi. "Audi is a progressive brand when it comes to its communication as well," Korn said. "The Audi Space in PlayStation Home is a perfect example of this, and despite the futuristic atmosphere, it’s still typical Audi."
The background music is also typical Audi. Depending on where visitors are within Audi Space, they will hear varying music that matches the atmosphere. The music is based on the Audi Corporate Sound Concept, which lends the brand a distinctive acoustic identity as well. All of the many details harmonize perfectly with each other. In just under two months, Audi Space has already had more than 700,000 visitors. In the "PlayStation Home Awards 2009" from the Alphazone4.com website, Audi took first prize first time around in the "Best Apartment" and "Best Mini-Game Reward" categories.
And the virtual world of Audi continues to grow and flourish: the opening of the Audi A1 showroom will be followed quickly by a matching A1 game. Starting in March, there will be virtual presentations about the Audi e-tron. And in addition to a revised version of Audi Vertical Run, a completely new game will be offered by the end of the year.
Use of Audi Space, including the virtual test drives, is free of charge for all PlayStation3 players. The only requirement is the downloading of PlayStation Home onto the console. More information on PlayStation Home can be found at www.playstation.com.