A global marketing partnership for Alien: Covenant that cast Audi’s lunar rover as a character in the film.
Alien: Covenant needed a global partner that could help elevate the film to event status. Audi needed a clever way to show its endeavors in space engineering.
We made the Audi lunar quattro an integral part of the film by casting it as a member of the Covenant crew. We then built a campaign around the rover that included a co-branded spot, social media content, talent participation, and an appearance at the Alien: Covenant premiere in London.
With Alien: Covenant, we challenged ourselves to find unexpected brand partners. Early conversations with Audi identified their lunar quattro—an actual functioning rover that will be sent to the moon—as an interesting starting point for a partnership. We worked together with Audi, Fox, and the filmmakers to include the Rover in the feature film, and build a campaign surrounding its integration.
The spot grabbed headlines around the globe, celebrating the partnership as a clever way to spotlight Audi’s technology while paying homage to the franchise.
“A clever integration of the brand and smart way to promote Audi’s own initiatives in space engineering.”
“Audi lunar quattro…is expected to embark on a future mission to space — possibly making it one of the coolest movie props ever.”
— Comic Book
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