Audi’s Autonomous Office Chair

This occasion we were asked to choose a past or present social media campaign related to April Fools Day. In my case I picked up Audi’s Autonomous Office Chair campaign because it really made me laugh.
Most of April Fools Day’s Digital campaigns are directed towards Brand and in some cases Revenues. In the case of Audi, they probably were more interested and focused on Brand. The prank is about a new Office Chair Model, the automaker came up with a product that reflects the high technology and futures that their real products have, but this time embedded into a simple object: “an office chair”.

Audi’s Autonomous Office Chair, a seemingly Wall-E inspired chair, equipped with the latest piloted driving technology from Audi and more!!! This fabulous chair has face recognition and it avoids supervisors or people you don’t want to see at work, it takes you wherever you need to go and it even knows everything you need to do before you do. Who wouldn’t love to have this piece of art!!! The content was created by Audi and it is based on a short video in YouTube.

If I were Audi’s Social Media Manager and I would have to choose a measured to assess the relative success or failure of this digital campaign I would be interested in measuring Awareness, Engagement, Perception and Advocacy. Using the following metrics: Reach (many views, in YouTube the video have), Engagement Rate (how many likes in Facebook, and how many retweets on Tweeter) those reached people did, measuring the Sentiment on the comments and measuring Referrals by knowing how many people have shared the video.