Besides gaming, automotive brands are using their magazines and social media to engage their owners kids as well.
Audi USA provides a special ‘Audi kids’ space’ on their official website where visitors can download the A3 Cut-outs and also shop Audi collection. The cutouts can be downloaded as PDFs and also torn from the last page of the Audi Magazine delivered to the owners.
Besides Audi A3 Cut-out, there is also a cut-out to appeal to the racing fans and engage kids by providing them with assets to tell their own story.
BMW – Personalized Paper Toy
BMW Brasil has an improved version to that of the Audi, where the car can be personalized in terms of the name, colors and wheels. All the user has to do is add a name and make the selection to generate an instantly downloadable PDF.
Even though BMW Brasil provides a personalized cut-out version, it does not clearly specify which model it is. That is a missed opportunity to create some familiarity with the kids at a young age and already capture their minds.
BMW Germany however adds additional value targeting probably 10 years and older with printable board games, student plans and coloring books.
However, both the examples are interesting and simple providing the time-poor parents a quick take out. BMW also acts responsible here by not promoting their products only in gaming, to which many parents are opposed and add strict time tables to play video games, but also creating loyalty and expressing ‘Family Care’ in a very subtle way. This also helps them to tap into audience who will probably never play video games and not get enough screen time on TV, iPods and Tablets until after a certain age.