Electricity Untamed: Audi’s Online Viral Tease
Social media is a great way to get rumors spread. Audi is starting to prove how to play that game with their online campaign called Electricity Untamed. Viral video’s and online social buzz are the engine in this social strategy to get the word on the street about the possible release of a electric car from Audi.
Lets see how Audi uses social media in their strategy to get attention on their electric car concept from a broad audience.
On the 15th of September, Audi will launch a electric concept car on the Frankfurt Motor Show. What the car will look like has stayed in the dark until now. Recently, Audi has launched a couple of viral videos that direct to a mini site on the Audi website. The viral videos are spreading like fire, which indicate a strong seeding strategy. High end carblogs write about the viral videos and so do funsites and other kind of category of blogs: the videos aren’t directed at the car branch, but aim for a broader audience.
Static Shock
Runaway Mower
Both of the videos contain elements that are highly viral: the “wow” and suprise effect are present, and so are the “could this be real” thoughts pump up the viral level. Minor detail: the YouTube account of ElectricityUntamed only holds 2 of the 4 viral videos.
The mini site is a teasing platform. With short phrases, the user gets teased about electricity. The main image holds a silhouette of a car shape, indicating the electric car will be based upon the popular R8 model. The site is also filled with social aspects in order to keep the rumors going. On the site, the viral videos can be watched again. A shortcut enables the user to post some teasing info to Facebook and a cloud holds the info on postings on YouTube, Blogs and Tweets.
A buzz cloud on the website shows the amount of buzz across many platforms
Audi seems to do a good job at the social aspect of attention. The videos show the viral effect: with 135.000 views on YouTube in 3 days, the videos are a success. I’m really curious what Audi will do with all this attention after the campain.
Sources: Autoblog, Fourtitude, Oneighturbo.com,
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Thanks for this post Matthijs.
Thanks for the comment Mark!
Seems like Audo not only claims Vorsprung durch Technik in its advertising campaigns, but also by using smart technology and communication tools…
Matthijs, thanks for picking this up and the source credit!
Oneighturbo: Thnx for the comment. We always give credits to the source, that’s what they deserve for publishing and inspiring
Thnx for your post!
Great post Matthijs
Thanks for sharing
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