As excitement grows for Audi’s game-changing entry in to the electric vehicles market, the launch of the Audi Electric Vehicle Tribe marks a major new partnership for DriveTribe, the social media startup backed by Jeremy Clarkson, Richard Hammond and James May.
This is the first major commercial partnership to be confirmed by DriveTribe, the world’s largest automotive social media platform, since it announced its move to create promotional and brand opportunities for the automotive industry.
The partnership, developed by DriveTribe and Audi, and executed with support from media planning agency PHD, will initially run from April – December 2018 and will see DriveTribe become the hub for content around Audi’s e-mobility activity, culminating in the launch of the first all-electric Audi e-tron in late 2018.
DriveTribe will create, produce and distribute content in partnership with Audi, as well as looking to create a thriving community of e-mobility and Audi enthusiasts. The official launch for the Tribe was held at Audi’s Neuburg facility, with the unveiling of their e-tron Vision GT prototype racer.
Giovanni Perosino, VP, Marketing Communication from Audi explains: “we are super-excited to engage Audi fans on this topic vital for the future of our brand. This partnership with DriveTribe signifies our commitment to consistently aim for Vorsprung in media and communication, and the dedication to deliver highly relevant content to our customers and brand audiences.”
Richard Beech, Chief Business Development Officer of DriveTribe adds: “we’re delighted to be working with a brand that has such a rich history in automotive and has pushed the needle time and time again. By looking forward, and advocating exciting new technology and development, DriveTribe has rapidly grown in a time of unprecedented change within the motoring industry, and we believe we are the perfect platform for Audi to host their EV activity.”
Jonathan Morris, CEO of DriveTribe adds, “this is a significant milestone for DriveTribe, as we welcome our first official manufacturer partner to the platform. Audi is a brand that’s widely celebrated for its heritage and style yet boasts a position at the cutting edge of motoring, making it the perfect match for DriveTribe.
Through DriveTribe’s community of social influencers, industry commentators and celebrities, Audi will benefit from a new way to engage with a dedicated audience and create an active and influential special interest group.”
Since its launch DriveTribe has amassed a wide-range of community generated content from a growing range of social media influencers, including Formula One’s Mark Webber and Damon Hill and some 53k amateur content providers. In addition to the launch of its commercial partnership with Audi, it will this month begin to carry video advertising, with Display and Sponsorship models following soon after. With 90% of its user base accessing via mobile, advertising will run cross-platform, targeting segmented motoring and lifestyle audiences.
Concludes Morris: “DriveTribe has already established itself as a platform that focuses on nurturing social media influencers and harnessing the power of their extended social reach to deliver engaging content to more, targeted users every month. For partners like Audi, DriveTribe is also looking at ways of harnessing that data to ensure they always deliver the content their audience wants most to further drive brand loyalty and engagement.”