News
26 October 2009
By Chris Haak
10.26.2009
In what is likely a first for an auto manufacturer, Volkswagen has decided to to eschew the traditional print/online/broadcast advertising campaign to launch its new 2010 GTI. Instead, the company licensed an existing racing game for the iPhone, stripped out all of the other cars, added some slick social-media features and marketing materials for the 2010 GTI, and put it on Apple’s App Store for free. The game is called Real Racing GTI.
iPhone apps as a promotional tool aren’t anything new; as I occasionally peruse the App Store, I’ll notice “featured” apps intended to promote movies or TV shows that are rated 2/5 or 3/5 stars. Audi has sent several rounds of press releases over the past year about apps that it has offered for free to promote its products. Being a car guy, of course I had to download those, and after trying Audi’s first effort for a few minutes, I got rid of it. Let’s just say it was easy to see why it was getting only two or three stars.
What’s different about the Audi situation versus the GTI’s is that Audi only used the iPhone app as a supplement to a traditional media campaign. There were still online and TV ads. With the GTI’s launch, Volkswagen may have spent as little as $500,000 on mobile services like the game and other initiatives like a mobile device-friendly alternate website. Volkswagen spent about $60 million, or 120 times more, on the 2006 GTI’s more conventional launch. Continue Reading