Case Study

The revolutionary Audi Goodwood app comes straight off the back of the successful Audi UK 24H app, where downloads exceeded Audi’s expectations by four times. New for the Audi Goodwood app is a cutting-edge augmented reality viewer that allows fans to use geo-positioning to guide them to the parts of the event they are most interested in.

Brief

The Goodwood Festival of Speed is one of the biggest events in Audi UK’s calendar. While Audi UK is already famous in the car racing word, the digital team decided it was time to reach fans and customers in a more immediate way using mobile technology this year. By offering an industry first in the mobile application arena, Audi would be able to cement itself as being a world-class innovator on and off the race track.

Audi was looking for an app that showed how innovative mobile solutions can allow businesses to engage with consumers on another level; so the pioneering Goodwood app will feed fan hunger for event information and technical specifications. 

Strategy

As attendees range from families looking for a nice day out all the way up to motoring enthusiasts, Audi wanted an app that would appeal to all event goers. A vast majority of Audi’s customers are very passionate about the engineering so it was imperative for Somo to build an app that reflects Audi’s ‘VorsprungdurchTechnik’ philosophy. While the Goodwood app contains a huge amount of information, it is also fun and has some great new functionality to fit in with the less technically-minded Audi customers.

This app is the latest in a suite of mobile products Somo is creating for Audi, the Goodwood app has been designed to allow Audi fans to use innovative technology to access information on Audi products and events. When it comes to a passionate and highly-informed audience like this, you have to be spot-on with what you’re offering. Audi is a real innovator with its commitment to looking for new ways to interact with their fans via mobile.

Execution

The application includes detailed information about the Audi pavilion, including innovative 360 degree spins and technical specifications of the range of Audi cars that will be on display, a detailed interactive map of the event, the history of Goodwood, the all-important weather forecast and a gallery of images from past Goodwood Festival of Speed events. There are also twitter and facebook features to allow users to share their experiences and follow news of the event.

The most innovative feature is the augmented reality viewer, which uses geo-positioning to guide people to the parts of the event they are most interested in, which is a huge advantage at an event as large and diverse as Goodwood. People can use the app to literally see where they need to go.

The Audi Goodwood app is available across iPhone and Android for this year’s Goodwood Festival of Speed (30th June – 3rd July), which more than 150 000 motor enthusiasts are expected to attend.

Results

The Goodwood app contains a huge amount of information, but is also fun and has some great new functionality that fits Audi’s customer profile. The app really gives fans attending Goodwoodthe chance to interact with Audi in new and innovative ways.

While no official target has been set by Audi, 5,000 downloads is a rough expectation – the Le Mans appfar exceeded initial expectations. So far downloads are relatively low but as Goodwood is still over a week away and as with the Le Mans app, we expect this to increase dramaticallyover the weekend leading up to the Goodwood and during the event next week.