Audi pedals for a good cause in exchange for an upscale market
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In good times, carmakers love to spend money on philanthropic events and claim that it has nothing to do with selling cars. But with many manufacturers slashing their marketing budgets in a rocky economy, why was Audi shelling out big bucks last week for a charity bike ride? And why does it seem perfectly happy with the results?
The answer seems to be that hosting fundraisers is feel-good marketing. And it’s more likely to draw celebrities. Try getting folks like Maria Shriver, Rob Lowe, Clint Eastwood, David Hasselhoff, Carl Lewis, Stephen Hearst, Kenny G and members of the Black Eyed Peas to show up for an Audi commercial. Add in some politicos and lots of very wealthy potential luxury car buyers, and sharing the wealth becomes more of a business move.
Audi’s spend with the Best Buddies Challenge event is $2.5 million this year. This underwrites the U.S. events and a few other key locations all over the world (there are 1,400 chapters). In May, there’s a ride that ends at the Kennedy compound in Hyannis Port, Mass. September is the 100-mile ride from Carmel to Hearst Castle (riders also have the option of 62- or 15-mile courses, and runners and walkers can do a 5-kilometer race).
Best Buddies, which grew out of the Shriver family’s involvement with the Special Olympics, matches mentally disabled individuals with volunteers to improve the quality of their lives through friendships and employment -– the two areas that represent their biggest challenges. Audi of America’s Western Region director, Michael Cagle, said the Best Buddies program is a rare find as a promotional partner. “How can you go wrong? It’s a great cause, chaired by California’s first lady, a wealthy niche community of cyclists, Hollywood celebrities and an aspirational brand like Audi -- it hits on all cylinders.” ...
... Since taking over title sponsorship from Volvo two years ago, Audi is clearly spending more and playing a bigger role in the event planning. Lowe, who has attended the event for several years, said he has noticed a difference: “Volvo was once a great sponsor for the event, but the Audi folks are amazing in the way they are personally involved -– they’re everywhere.” Asked if he owns an Audi, Lowe said he thinks the company makes excellent cars. But he’s a Prius man. “I own a Prius plug-in conversion and I only hope that in the future more people could afford this technology as tax credits are awarded for buying eco-friendly cars.”
The fundraising effort for last weekend’s California event broke a record, earning $3.5 million for the charity, but how did it do for Audi? After all, measuring the impact of such events is nearly impossible. Still, one rider, commercial real estate partner Joe Blum, said Audi cars are definitely on his list now. “Although my wife and I own a Porsche and a BMW, I would consider Audi for my next car purchase because of what they do for this cause.”
>>Click here for more event photos
In addition to celebs, cycling stars also showed up -- including Bobby Julich, Axel Merckx, Kimberly Baldwin and Kim Anderson and world champion Mari Holden.
-- Joni Gray
Top photo: Anthony Shriver, Clint Eastwood, Maria Shriver and Kenny G./Audi; Middle: Audi pace car/Audi; Bottom: David Hasselhoff, right, with his team buddy/Joni Gray