January 4, 2007
Compiled by: Jason Teller
When Audi of America named Denver-based Factory Design Labs as its new interactive agency of record back in early October we knew that its web presence would begin the process of a total makeover. CEO Scott Mellin, an avid Audi driver himself, together with the rest of the Factory staff was dedicated to working with Audi in the US to ensure that the website embodied Audi’s own progressive brand qualities.
Since then we have seen a myriad of new content come online. Gone are the days when owners and enthusiasts had absolutely no choice but to talk to dealers, speculate and trade information about upcoming features, programs and models online at sites such as AudiWorld. Instead Audiusa.com is now receiving weekly updates. This strategy actually dovetails nicely with online publications dedicated to the Audi brand because it helps substantiate precise details about much awaited features, functionality and offerings. Audi’s recent iPod music interface for 2007 model A6’s, A8’s and Q7’s, which is fully documented at Audi of America’s own website, is a good example.
One of the best ways to provide more in-depth information on a particular topic is to offer a dedicated microsite. This week we are seeing Audiusa.com updated with two such new microsites: one for Technology and another for Audi’s high performance S/RS models.
The Technology microsite covers Audi’s MMI (Multi-Media Interface), Seating Environment and Homelink functionality. For the potential buyer this focus on technology helps demonstrate very specific capabilities, while for the existing owner the content serves as a sort of visual user’s manual. Under MMI, for example, there are demonstrations covering General Operation, Entertainment, Navigation, Communication and Vehicle Settings. Videos can be viewed online or actually downloaded to the user’s computer for later reference.
AoA’s S/RS microsite is slick packaging bringing together details of Audi’s most heart-pumping automobiles, including the S4, S4 Avant, S4 Cabriolet, S6, S8 and RS 4. Never before have so many S-cars been offered by Audi of America simultaneously, and as most Audi affecianados know the North American RS offerings have been few and far between. The microsite provides specs, design details, galleries and downloads.
We will continue to expect Factory Design Labs to work with Audi of America to raise the bar for Audiusa.com. If you have specific thoughts or suggestions about Audiusa.com then please chime in on the Discussion Forum thread below!
- Discussion Forum – Leave Feedback on this thread
- Audiusa.com Technology Microsite
- Audiusa.com S/RS Microsite
- Audi Music Interface on Audiusa.com