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Audi launches ground-breaking app for Le Mans fans


London, 11 June 2011: Somo (, Europe’s leading, independent mobile marketing agency and Audi (, announce the launch of the Audi 24H app across iPhone, iPad and Android in support of its presence at this year’s Le Mans 24 Hour endurance sportscar race.

The app celebrates Audi’s 13-year involvement with the gruelling “marathon” staged annually in France – arguably the world’s toughest race which the German manufacturer has won nine times.

Somo, Audi’s dedicated mobile agency, designed and built the mobile applications to support Audi’s “factory” endurance sportscar programme. The mobile applications include a number of ground-breaking features certain to appeal to Audi and Le Mans fans alike. The most notable of these is an augmented reality section allowing fans to drive “virtual” Audi Le Mans winning sports-prototypes – the R8, R10 TDI R15 TDI and R18 TDI.

Audi’s application has been designed to take fans’ participation with the race to the next level. It works like a series of “apps within an app”, allowing fans to access information on all the teams, view a calendar of events, choose a team to follow during the race, review technical specifications on the cars and view them in a gallery. The fans attending the race can use the app to find out where they are on the track through geo-positioning, and all users can get information on the different sections of the circuit, supported by a number of video clips featuring two-time winner of Le Mans and current Audi Sport “factory” driver, Allan McNish, and the voice of Radio Le Mans, John Hindhaugh, talking about the cars and the track.

Hugh Fletcher, National Digital Manager at Audi, commented, “Le Mans is a fantastic race, steeped in history and Audi has enjoyed a successful involvement since our debut in 1999. This app is both informative and engaging for Audi and Le Mans fans who are now able to interact with the Le Mans race in new, innovative and fun ways wherever they are. The app and our work with Somo has enabled us to showcase our Brand to our customers through a range of innovative products in mobile.”

Carl Uminski, Chief Operating Officer, Somo Ltd commented; "The strategy Somo created for Audi in 2010 is now being executed and includes a state of the art mobile web site and now this innovative Audi Le Mans mobile app. Audi has leveraged its investment in the Le Mans race programme and brought its millions of fans onto the circuit wherever they are. This is the power of mobile and Audi knows how to use it.”

Download the augmented reality trigger image here (

The app is free to download and is available worldwide from the iOS App Store here ( and Android Market.


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Speed Communications
Neil Robertson
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+447739 322 503

Speed Communications
Nicole Hudspith
+44 20 7842 3245

About Somo
Somo is the leading independent European mobile marketing agency, specialising in strategy, design and build of mobile websites and applications, mobile advertising campaign planning and buying and campaign optimisation and management. Somo was founded by pioneers of the mobile marketing industry Nick Hynes and Carl Uminski.