Audi borrows thunder from new "Star Trek" movie to create buzz

05/9/2013 | Variety · Drum (Glasgow, Scotland), The

Audi worked around rival Mazda's official sponsorship of Paramount's "Star Trek Into Darkness" movie by creating a humorous viral video starring the old and new Mr. Spocks -- Leonard Nimoy and Zachary Quinto -- referencing but never explicitly mentioning the series. By piggybacking on excitement for the film's release, Audi's video garnered more than 3.5 million views and "[t]here's nothing really Mazda or Paramount, which previously worked with Audi on the 'Iron Man' franchise, can do," writes Marc Graser.

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Variety · Drum (Glasgow, Scotland), The

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