Ive been watching Audi online more and more lately. I went to a swanky VIP/RSVP thing at my local Audi dealership where they unveiled the fantastic new A8. It has a cockpit that is remarkable in every regard. My 2001 S4 seems as retro as a 57 Chevy by comparison. I’m also kind of impressed by Audi’s push into the Superbowl. The Kenny G doing Prison Riot Suppression video is the sort of quirky original thing that fascinates me. I have a search for @audi - on my Tweetdeck.
I was surprised this morning to see a Lexus advertisement on top of my @audi search in Tweetdeck. There’s nothing new about advertising online using a your competition’s words, say as keywords and titles to SEO some people into your site instead of theirs. Fans Flipping Out on Bravo will remember Jeff Lewis getting VERY angry at a former business partner, Ryan Brown, for using some keywords a few years ago, and perhaps adwords to help his business. (season 3, of course)
So – whats new here? Lexus has sponsored @audi on Twitter. Anyone who has a stored search for @Audi in Tweetdeck and/or Hootsuite will see an advertisement for Lexus at the top of their stream. Here’s what that looks like in Tweetdeck:
Certainly a delightfully creative way to advertise to your target audience. Lexus – sombody there is Brilliant.
I think this interesting because LEXUS – sees Audi as serious competition for eyes, and buyers. Lexus is so concerned about people following @Audi, they are paying Twitter for those responses. Audi isn’t the only competition for Lexus. If I am in the market for a Lexus, I might look at other makes. It occured to me that Lexus might be sponsoring other car brands as well. Guess who else Lexus worries about… enough to pay for sponsored responses? BMW, Cadillac and Infiniti. Lexus is NOT following Lincoln, Jaguar, Acura, Hyundai or Equus through. (yet?)
What do you think? Is this a new trend?
It is also interesting because other companies are sure to follow. Lexus is a leader here, and Twitter can surely use this for every other large company that wants to pro-actively protect their own brand, on Twitter, Tweetdeck, Hootsuite, etc…