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Stepping Up A Gear: Audi Takes The Lead When It Comes To Customer Engagement

By Russell Loarridge | Posted on October 30, 2013

Audi Sport Communication is a great example of a brand that is trying to build a community and boost engagement through the use of social data.

Audi Sport Communication has a large and dedicated following throughout the globe. It was with these fans in mind that Audi decided to look for a social user engagement platform that allowed them to really understand the fans, boost engagement levels and improve the overall user experience.

Audi AG rolled out social login on the German version of its main site in June 2013; being the key portal for its fans to gain information and insights into the various motor sport activities that Audi takes part in. Audi fans are the most important people to the brand and at Janrain we think their passion for customer engagement is great.

Audi knew that they needed to do something to boost fans’ overall engagement and social login and sharing seemed like the perfect option. It is proving such a huge success that they have started rolling the social login and sharing capabilities out throughout all the motor sport sites.


Previously, Audi Sport had a Facebook fan page, through which it was getting basic information from analytics, but little in depth understanding. Through social login Audi is able to gain insight into the identity of each fan and use that information to increase the level of engagement, interaction and overall user experience through the offering of personal and relevant content.

Identity is something that we get really excited about at Janrain and we love it when we see our clients doing the same. We know that identity really is the key to engagement and Audi is hoping to gain enough knowledge of their individual fans through the use of social data to offer them relevant and personalised content-something all brands should be doing.

Audi Sport Communication looks like they are building a great community through the use of social data and we are really looking forward to see how they implement the more advanced personalisation techniques in the future.

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About the author

Russell Loarridge

Managing Director, Europe

Russell Loarridge has a long pedigree in leading business development for both multi-national technology companies and growing revenues in start-up situations through organic and acquisition growth strategies. Russell has over 20 years’ experience in Customer Relationship Management (CRM), eCRM, personalisation and internet marketing sectors, having worked with industry forerunners including Internet Marketing Solutions, a start-up that he successfully sold privately to NASDAQ listed CRM provider, Firstwave Technologies and more recently Bazaarvoice now listed on NASDAQ. Russell’s industry experience makes him a respected industry commentator with particular expertise on the integration of all forms of e-commerce with the traditional world of bricks and mortar, further enhancing Janrain’s international reputation as an increasingly prominent voice in the social user management marketplace.

View all posts by Russell Loarridge