Audi strikes sponsored content deal with Fairfax Media to launch new car in Australia
German car manufacturer Audi will use sponsored content in Fairfax publications as part of a campaign to launch and promote its new car, the A3 e-tron.
The series of articles have been penned by Fairfax content specialists and will appear in the Executive Style section of Business Day and across Fairfax’s digital and print mastheads.
The pieces will focus on sustainability with the content designed to “align with the values of the Audi brand”.
Audi’s media agency, Mediacom, said content marketing is playing an increasingly important part of the mix for marketers as they look to reach audiences.
As someone who believes Fairfax Media’s journalism is vital for holding powerful interests to account and exposing questionable conduct and corrupt activity (particularly in NSW), I automatically look favourably on brands that advertise or partner with them.
Nice freudian slip in the last line of this article.
Next we will be getting sponsored content from political parties. This is a backward step for Fairfax and Audi.
Don’t understand what’s so new about this? Like most publishers, Fairfax have been doing advertotiral/sponsored content/special features (call it what you will)) in both print and digital for ages. Here’s one running right now on their websites:
I can find at least 3 or four examples of this on fairfax and news websites right now.
So E-tron, so credible!
I would now include this vehicle in my purchase consideration set.