Audi To Star In Movie Version Of The \"50 Shades of Grey\" Series
|   Thursday, August 16, 2012
In the "50 Shades of Grey" erotic trilogy Audi's make an appearance throughout the books; we are sorry for the spoiler, in case you haven't read the books yet. Now we will most likely get a movie.

Audi's success of securing a starring role was not just for one of its models, but for several different cars (adding to the A3, other models that show up are the R8 Spyder, and the Q7 SUV) and that is quite an amazing feat. Even better than that, it was all for free.


The carmaker said it had no involvment or knowledge of the tie in beforehand, and it not a pay a dime to be part of the book series, according to Advertising Age via Automotive News.

With book rights sold in several countries, the series (which has become a major hit particularly among middle aged women, which lead to the awarding f the nickname "Mommy Porn") is also believed to be one of the fastest selling paperback tomes of all time. The books are estimated to have been sold in over 30 million e-book and print copies in English alone.

The book's author, E.L. James, isn't even an Audi owner or huge fan herself and that makes this case even more unusual. Advertising Age says that "she does not drive an Audi. She drives a (BMW) Mini and her husband drives a Volkswagen Touareg." The reason for this choice is another one: because Audi stayed true to its brand positioning as the high-end, luxury car of choice for users who want both design and performance. That is what made the up the mind of the author to go with the Audi.

The founder and president of Los Angeles based Brand Arc, Rob Donnel, a branded entertainment firm which has plenty of experience in doing branded deals for cars, like Toyota for example, said he believes this is a rare situation of "a branded tie-in that is driven by product attributes and how they weave into a story's plot."

Rob Donnel said "It was probably purely character-driven. Cars always define character quite precisely, and that's usually one of the ways [brands] can get in early. You see this less more so these days than five years ago because everyone knows that money is to be had [from brands]."

Audi's US sales rose 18 percent in a market that has gained 14 percent for the current year. With a 28 percent sales increase, scoring a total of 11,707 vehicles, this was the brand's 19th consecutive month of record sales. Furthermore, it also set an all time US July sales record.

Loren Angelo, general manager of Audi brand communications, said "As Audi continues to generate momentum in the U.S. market, we're seeing our products utilized more and more within popular culture. Those organic results are always a sign that a brand is generating real cultural relevance. Obviously, the runaway success of this series has introduced Audi to consumers who might not have previously been thinking of the brand and that certainly has a positive impact for us."

Donnell predictions say that the movie will likely stay true to the brands that appear in the books.
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