Audi Library iPad app
German automaker Audi is attracting brand enthusiasts with an open-ended iPad application that delves into brand history and lets users investigate the new Audi R8 model.
The Audi Library app provides fans with an in-depth, image-heavy look at various models and will continue to add more content as time goes on. Since iPads are typically used for more focused stretches of time than mobile phones, invoking the concept of a library will likely appeal to consumers who are looking to relax.
“The inspiration behind the Audi Library app is to bring more awareness to the Audi brand and better content to our customers,” said Andrew Lipman, general manager of communications for Audi of America, New York.
“Audi is a forward-thinking brand in every aspect,” he said. “Audi Library delivers digital magazine content, through Adobe technology never been used by an automotive brand for marketing purposes.
“This is another first for Audi, and will expect to become a valuable tool for our customers.”
No return policy
The app opens with a brochure of downloadable content. Users can elect to download available models and are informed that certain items will arrive shortly.
The remainder of the 2014 line will be available later in October.
Currently, the only item available for additional content is the R8. The R8 section begins with pairs of words such as “Past and Present” and “Ultra Strong and Ultra Light” flashing across the screen.
The content is presented in a flip-book fashion as users swipe horizontally through information dense with images.
Audi app
On one slide, enthusiasts can view three species of the R8 including the R8 LMP1, the R8 LMS and the 2014 Audi R8 that are designated as patriarch, sibling and sibling. Users can access additional information on each vehicle with a click-through.
Audi App
An unadorned racing interior is transformed into the new R8′s material with a sliding feature much like a windshield wiper in one slide.
Audi app
On a similar slide, a red, diagonal stripe can be dragged across the exterior of an R8 model to reveal the interior.
The word “AND” appears alone in red script on a black background on many slides to convey the idea that the R8 is multidimensional.
A portion of the app illuminates the enhancements found in the new model. For instance, an interactive slide details the nine areas of the vehicle that when added together amount to a 132lb reduction in weight.
Videos appear intermittently and showcase the R8′s interior and exterior. Fans can explore engine types, learn about the model’s traction options, unveil the structure of components and many more activities.
Ultimately, users are invited to craft the appearance of their own R8.
Audi accompanied the app launch with a video that highlights the R8′s transmission. Additionally, the automaker is reviving its #WantAnR8 social media campaign that allows contest winners the opportunity to borrow an R8 for a day.
Experience the 2014 Audi R8 and S Tronic
Leisure time
Automakers form apps that have a multitude of purposes.
For instance, Porsche virtually put consumers in the front seat of its new Cayman vehicle via a mobile application that is designed to promote safe driving and build brand awareness, while also letting consumers compete in a variety of challenges.
The app fosters camaraderie among current and prospective Porsche drivers by structuring and mapping driving challenges that affluent consumers may face while on the road. The app captures the movements of the car so that drivers can catalog their skills and communicate with their friends, family or other drivers (see story).
Also, German automaker Mercedes-Benz propelled environmental efforts through a new mobile application that shows off the energy-saving technology used in its vehicles (see story).
Rather than embarking on all-or-nothing mobile efforts, many auto brands elect to create specialized apps.
“The new Audi Library iPad app will appeal to Audi brand enthusiasts as it contains a lot of detailed information on the new 2014 Audi R8 and the S Tronic transmission technology, as well as a configuration tool for customizing the 2014 R8 V10,” said Simon Buckingham, CEO of Appitalism, New York.
“The new app is a veritable geek fest for Audi aficionados,” he said.
“Narrowly focused apps are able to take a deep dive into a topic whereas apps that cover more ground may have less information on specific topics.”
Final take
Joe McCarthy, editorial assistant on Luxury Daily, New York At