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Audi A6 Matrix gets a 'digital launch'

By Aakriti Shrivastava , afaqs!, New Delhi | In Digital | August 24, 2015
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Luxury carmaker Audi has executed a digital-only campaign for its new car, with teasers and a video press release.

German luxury carmaker Audi announced the launch of its sedan A6 Matrix in a digitised fashion. A video, featuring Joe King, head, Audi India, was shared by the brand on social media platforms to announce the launch. Further, the video press release was sent out to all publications.

The video explains the sleek features of the car along with a virtual preview. King is seen introducing the car as the next chapter by saying, 'it just knows'. The same hashtag was also promoted on social media websites.

Video released to launch Audi A6 Matrix

A screenshot of the Audi 6 Matrix social media launch

Audi also introduced the pre-event teaser campaign on Facebook, Twitter and YouTube to incite curiosity among its 3.5 million fans on Facebook and 60,000+ followers on Twitter.

The car is priced at Rs. 49.5 lakh and is an updated version of Audi's A6 sedan that comes with a new engine, comprising seven-speed S-tronic transmission, Matrix LED headlights and an advanced infotainment system. The sedan also features eight airbags and advanced voice dialogue system.

The company has already launched five other vehicles this year, namely Audi R8 LMX, Audi RS 7 Sportback, Audi TT Coupe, Audi RS 6 Avant and the Audi Q3. However, these car launches featured sports and Bollywood personalities, and were done in a more traditional fashion.

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