Volkswagen Launches 2010 GTI Exclusively Through Mobile

Are you a “a tech-savvy consumer who enjoys social networking, playing games and spending time on mobile devices?”  If so, then you are the target audience of the 2010 Volkswagen GTI.  And Volkswagen will be reaching out to you in a way that is a first for automakers - exclusively through mobile marketing.

Watch Apple’s App Store today for the free release of the popular Real Racing game, with a Volkswagen twist.  Mobile gamers, tech enthusiasts, and most importantly, prospective buyers can get a look at the new 2010 GTI in a detail rich, engaging and fun way.  Put the virtual car through its paces, all the time checking out the life like style and detail of the vehicle, all the way down to the famous red lined dash.  Like what you see?  Then head to the nearest dealer to check out the sport hatchback in person.  For even more incentive, six different people who play the US version of the game will be selected to win a special edition, individually numbered GTI.

While other automakers have promoted their products in similar ways, this is the first time that mobile marketing has been used exclusively.  And it makes sense too, the target audience is one that is largely exposed to mobile platforms.  The cost to deliver an application to the App Store is relatively cheap compared to traditional marketing, so the possible ROI is much higher.  And because it is free, there is the added possibility of the campaign going viral. 

I am excited to see what the next step will be in this exclusively mobile campaign.  My guess would be some kind of loyalty program, with MMS messaging to existing Volkswagen customers directing them to the Real Racing game.  Recently, companies have been getting good results from mobile campaigns that interact with other mobile campaigns, so it will be interesting to see what kind of results we see from Volkswagen.