Masterclassing Connect

Somo and Audi Launch Le Mans App

David Murphy

Mobile marketing firm Somo and Audi have launched the Audi UK 24H app across iPhone, iPad and Android, in support of the car maker’s presence at this year’s Le Mans 24 Hour endurance sports car race.

The app celebrates Audi’s 13-year involvement with the gruelling “marathon” staged annually in France - arguably the world’s toughest race, which the German manufacturer has won nine times. Somo, Audi UK’s dedicated mobile agency, designed and built the apps to support Audi’s “factory” endurance sports car programme.The apps include a number of ground-breaking features, the most most notable of which is an Augmented Reality (AR) section, allowing fans to ‘drive’ virtual Audi Le Mans winning sports-prototypes, the R8, R10 TDI, R15 TDI, and R18 TDI.

The app enables fans to access information on the teams, view a calendar of events, choose a team to follow during the race, review technical specifications on the cars, and view them in a gallery. Fans attending the race can also use the app to find out where they are on the track through a geo-location feature, and all users can get information on the different sections of the circuit, supported by a number of video clips featuring two-time winner of Le Mans and current Audi Sport factory driver, Allan McNish, and the voice of Radio Le Mans, John Hindhaugh, talking about the cars and the track.

“Le Mans is a fantastic race, steeped in history, and Audi has enjoyed a successful involvement since our debut in 1999,” notes Hugh Fletcher, national digital manager at Audi UK. “This app is both informative and engaging for Audi and Le Mans fans, who are now able to interact with the Le Mans race in new, innovative and fun ways wherever they are.”

Somo chief operating officer, Carl Uminski, adds: "The strategy Somo created for Audi in 2010 is now being executed, and includes a state of the art mobile web site and now this innovative Audi Le Mans mobile app. Audi has leveraged its investment in the Le Mans race programme and brought its millions of fans onto the circuit wherever they are.  This is the power of mobile, and Audi knows how to use it.”