Auto publisher DriveTribe has brought aboard one of the world’s biggest car manufactures as its first major partner.
Audi will use DriveTribe as a hub and lean on its editorial team to tell unique stories about Audi’s electric vehicle plans and products. Additionally, this will promote Audi’s EV push to an audience of engaged car enthusiasts.
DriveTribe announced that it is opening up promotional and brand opportunities for the automotive industry, deals which will help ensure the future of the start-up publisher back by the likes of Amazon’s Grand Tour trio Hammond, Clarkson and May.
The partnership will run with support from planning agency PHD from April to year’s end. The launch coincides with the launch of the first all-electric Audi e-tron in late 2018.
Giovanni Perosino, vice president of marketing communication at Audi, said: “We are super-excited to engage Audi fans on this topic vital for the future of our brand. This partnership with DriveTribe signifies our commitment to consistently aim for Vorsprung in media and communication, and the dedication to deliver highly relevant content to our customers and brand audiences.”
Richard Beech, chief business development officer of DriveTribe, added: “We’re delighted to be working with a brand that has such a rich history in automotive and has pushed the needle time and time again. By looking forward, and advocating exciting new technology and development, DriveTribe has rapidly grown in a time of unprecedented change within the motoring industry, and we believe we are the perfect platform for Audi to host their EV activity.”
At the launch of DriveTribe last year, The Drum spoke with founder and chief executive Ernesto Schmitt. He said he could expand the community-contribution publisher model from auto into other hobbies like fashion, music, food and pets... if it worked. Now it has secured a major brand partner, the model has been vindicated beyond the 230 million people it claims consume its content each month.