Audi launches eco-friendly auto show initiative with digital collateral

Audi has extended its commitment to technological innovation and environmental stewardship by giving auto show attendees the ability to have electronic brochures of Audi’s 2011 lineup delivered instantly to their mobile phones as an alternative to printed copies. The program officially launched during public days at the North American International Auto Show in Detroit.

Audi has dramatically increased its focus on environmental awareness as seen in its revolutionary TDI clean diesel product line and its e-tron electric supercar. The move to digital distribution is expected to reduce the amount of printed material handed out at shows by up to 90% by the end of the 2010-2011 season. It’s also expected to have a considerable impact on the printing, shipping and distribution costs associated with delivering brochures to millions of attendees over the course of the auto show season.

Digital Collateral is providing the technology platform, which enables visitors with smartphones to scan special, 2-dimensional “QR” barcodes that have been placed next to each model on the show floor. Scanning a code adds that model’s brochure to an online library that can be viewed right from a phone, or from any computer after the show. Visitors without smartphones can send free SMS text messages to populate their libraries- so anyone capable of sending a text can make use of the platform. The service is complimentary, requires no pre-registration, and visitors’ personal information is never revealed.

“Audi has always sought to deliver a superior experience through superior technology. Digital Collateral’s software allows us to reach more consumers more efficiently, while simultaneously reducing the costs and environmental impact associated with delivering the information our customers want,” said Scott Keogh, Chief Marketing Officer, Audi of America. “We look forward to finding new ways to use the Digital Collateral platform as the season progresses.”

“Digital Collateral is thrilled to partner with Audi for the 2010-2011 trade show season,” said Jaxon Repp, CEO of the Denver-based startup. “Audi customers are accustomed to having the very best technology at hand when they drive, and Digital Collateral is dedicated to making the most of the technology they have in their hands when they’re at the show. Mobile marketing is only as impactful as the message you deliver, and the product brochures, videos, and websites we’ll be delivering on behalf of Audi truly set them apart from everyone else at the show.”