And now for a sponsorship campaign you are sure to wish you’d thought of.
Audi’s new R8 campaign, as part of its Emmy’s sponsorship, doesn’t have much to do with awards glam, but it does have a lot to do with the creative spirit of Audi – and its newfound partner, Airbnb. This is Audi’s sixth consecutive year as the official automotive partner of the Television Academy, and Venables Bell & Partners has definitely thought outside the square and, one would expect, into ad awards contention.
The campaign, or promotion really, is offering a getaway weekend that’s a real getaway. It’s in Death Valley.
The Airbnb house, Bondolino Residence, is as far from the Madding Crowd as you can get – in the desert near Scotty’s Junction, Nevada. It has no address and can be tracked only through coordinates. But it does have an Audi R8 V10 Coupe as one of its features. The promotion includes use of the car – think tearing along endless straight runs and hurtling across dry lake beds as fast as you want to under the supervision of a professional driving instructor, and “a chance to experience 0-60 mph in 3.2 seconds.” There’s also a professional chef preparing gourmet meals.
Airbnb will accept a total of seven bookings for the three-day stay – one booking per day for seven days beginning on September 18 when the listing will appear on the Airbnb site at 6 p.m. PDT.
There are a few rules: The cost is US$610 per night, pets and smoking are not allowed, check in is before 3 PM. You can’t throw a party or invite kids aged 0 to 12. So the guy above is blatantly flaunting the rules while taking the opportunity to enjoy the “Audi VIP treatment,” which amounts to “one day of driving – all under the masterful eye of some of our best driving instructors” along with “a chance to experience 0-60 mph in 3.2 seconds.”
A commercial, Desolation, advertising the promotion and doing a particularly good job of igniting both adventure seeking and Audi passion, has launched online and will make its broadcast debut during the 68th Annual Primetime Emmy Awards on September 18. It was directed by Craig Gillespie and produced by MJZ.