Audi launches an interactive Instagram filter for fans to experience Audi Q2 which debuted in India in October 2020.

The idea was to use creativity to bring out the ease of the actual experience of driving the Audi Q2. Conceptualised by BBH India and executed by tech firm Alive now, the AR filter offers an immersive gamified experience of driving this machine to tech-savvy target audiences.

One can access the filter by tapping on the story section of Instagram on their phones and searching for the Audi Q2 City Run filter. Once it loads, the filter allows the user to select between three cities – Mumbai, Delhi & Bengaluru, where they want to drive their Audi Q2 in. Each city is brought alive with illustrations of key landmarks and obstacles making the experience highly personal & localised. The user can tap to start and the car moves forward along the road, the player has to dodge these obstacles by simply tilting their head left or right – thereby making the car move in the same direction. As the game progresses, the car can also start moving faster to make it a bit more challenging. The game calculates the distance the user has driven in the Audi Q2 whilst successfully dodging the different obstacles on their path. Users can share this score and also challenge their friends by posting the video on Instagram stories or as a post.

“Curating engaging content for our social audiences is the key element of communication design for us at Audi India. And games are a great new trending way for audiences to interact with their favourite brands online. The unique and interactive AR filter game developed for the Audi Q2 allows users to select a city and virtually drive through it. We received tremendous positive feedback from our audiences and network on this activity.

We keep exploring opportunities to engage and intrigue our online audiences by creating dynamic virtual experiences across our platforms,” commented the Head of Marketing & PR of Audi India, Gaurav Sinha.

Russell Barrett, CEO & CCO, BBH-PWW India added, “We're always looking for new ways to bring ideas to life. Gaming has been at the forefront of digital engagement and we felt it was the perfect way to highlight the Audi Q2 for what it is - The perfect luxury car that can do it all. And putting the users in their very own cities just makes it all the more relatable.”