Audi adds social media to Super Bowl 'Green Police' spot

Audi has produced a social media effort to hand off to its third-consecutive Super Bowl advertisement.

The Super Bowl ad will focus on the benefits of clean diesel technology and highlight the company's A3 TDI model, which went on sale six weeks ago, said Andrew Lipman, spokesman for Audi. The campaign's goal is to educate consumers about the environmental impact of their everyday actions.

The company is using the “Green Police,” a group of faux police officers who protect the environment in both the television and social media stages of the campaign.

Audi produced a series of videos for its Green Police YouTube channel, as well as a Twitter page.   

As part of the effort, members of the media will drive TDI-model cars from Audi headquarters in Herndon, VA, to Miami, where the Super Bowl will take place February 7. Audi will encourage participants to document their trip on their social media pages, Lipman said.

Audi worked with Venables Bell & Partners on the TV portion of the effort, and M80 on the social components.