Audi. Mobile DAB Integration

Develop an Audi Bundesliga competition. Include the mobile back-channel and enable interaction with the DAB (Digital Audio Broadcast) carrier medium.

During live multi-match coverage of the German Bundesliga, broadcast to DAB with images and text, Audi drivers can take part in a competition. The competition is announced via DAB. Users send in their entries via their mobile phones. Besides featuring entertainment and information, the mobile channel lets users interact and take part in competitions. Participants can download exclusive mobile content to cell phones. For example, free screensavers and sounds.

DAB integration taps the full potential of the mobile communication channel. In line with the brand guideline "Vorsprung durch Technik" DAB communication with customers is interactive and based on their interests. News combined with Audi's campaign elements. A first mover strategy, which completely redefines mobile interaction.