| EVENT REPORT 02.01.08 5:15 PM |
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Audi, Hyde Offer Refuge From Super Bowl Storm
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 | The 2008 Audi R8 is the focal point of the event layout.
Photo: BizBash |
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FROM SCOTTSDALE, ARIZ. After a 20-year absence from the Super Bowl commercial mania, Audi returns this Sunday with a 60-second spot in the first quarter. To add to the marketing push, the brand took over a nine-acre estate in Paradise Valley's upscale hills, offering celebrities and V.I.P.s a place to lounge Wednesday through Saturday. Dubbed the Audi Forum, the program also mixes lots of mini-parties and cosponsors.
"When deciding how we could leverage our television ad, it came up that the Super Bowl certainly attracts our target audience," said Audi business and East Coast communication director Andrew Lipman. The forum concept is not a new one, as Audi has 10 permanent locations worldwide. "Basically, they are brand-experience centers, not traditional showrooms," Lipman said. "The design is sleek, sophisticated, and on par with what we consider Audi to be."
The venue, a traditional Arizona home (complete with terra-cotta shingles and creamy stone walls), went through a massive redesign and build-out. "The objective was to create an Audi-esque space out of a Southwestern home," said Tony Berger of Relevent in New York, who produced the event.
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Super Bowl, Audi, Marquis Jet, Sony |
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