VW launches GTI on iPhone app

by Elizabeth Clifford-Marsh, revolutionmagazine.com 23-Oct-09, 10:40

LONDON - Volkswagen is hinging all its marketing efforts for its new GTI model on an iPhone app game.

The registered users of the free racing app, Real Racing GTI, have the chance of winning one of six limited editions of the vehicle.

Users will also be encouraged to post race times and scores to Twitter and Facebook, and upload videos of their race to YouTube.

The app, which was created by AKQA, is a cut down version of Real Racing, a popular driving game that usually costs $6.99 to download. It also includes a virtual showroom and dealership locator

Charlie Taylor, general manager of digital marketing at Volkswagen of America, said the app is aimed at young, tech savvy drivers.

"With the personalisation of media and the challenges inherent with reaching constantly connected consumers, we challenged ourselves to rethink the way we launch vehicles in order to engage our consumers in a meaningful way," he said.