Audi of America this week debuted a microsite dedicated to hip documentary filmmakers’ portrayals of its A3 compact model. The site, which features three 15-minute documentaries, places the A3 at the center of up-and-coming trends in an effort to appeal to a young demographic.
“The A3 represents a new segment for Audi, and focuses on new trends geared toward individuals that are young, or young at heart,” said Maria Nahigian, event marketing manager for Audi.
Audi chose the three filmmakers from participants in the American Film Institute’s AFI FEST in 2004, which the carmaker sponsors. Each documentary director selected chose a trend to chronicle — topics include the mobile lifestyle, hip Generation X parents and Internet dating — and set off on a cross-country road trip with the A3 to gather material.
Along the way, the directors posted in their blogs, which appear on the microsite.
Behind-the-scenes video clips are also displayed. The “Step Ahead with Audi A3” site is linked from Audi of America’s main site for the vehicle, at audiusa.com/A3.
To get potential car buyers to view the films, Audi is encouraging “People’s Choice” voting on the site, which will take place through August 5. One voter will be selected to attend AFI FEST in Los Angeles in November, with accommodations to include the use of an Audi A3 for transportation.
Audi has also assembled a group of celebrity judges to select a winner among the three aspiring filmmakers. Joshua Jackson (Dawson’s Creek), Emily Mortimer (Lovely and Amazing), and James Cromwell (Six Feet Under, L.A. Confidential) will work alongside an executive panel of Jonathan Estrin from AFI and Stephen Berkov, director of marketing for Audi.
Communications and event marketing company MVP Collaborative, which has worked with Audi on past promotions, conceived the concept for the film venture. Additional sponsors on the project were Details magazine, Bose and Sony.
Audi has run multiple promotions for the launch of the A3. In April, Audi ran the “Art of the Heist” viral campaign.