Aston Martin Rapide: Social ARG Film?

Tue, Jan 18, 2011
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By now you might have heard about the new Aston Martin digital campaign for the new Rapide four door sports car. It’s an interactive experience that aims to take branded content to the next level through a series of super-high-end short films and social content through a kind of ARG game that requires you to crack clues in order to win some very cool products from Aston Martin’s partners including Bang & Olufsen, Jaeger LeCoultre, Bill Amberg, Louis Roederer, and Ozwald Boateng.

While this kind of content is getting pretty common from the likes of BMW and Audi, it’s a first step for Aston Martin in this space. On first take, it looks great, and I think the integration of the partner products is brilliant, but, for the kind of audience that can afford an Aston Martin, I just wonder if they will be waiting around to crack clues across YouTube, Facebook and Twitter?

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