Automotive brands have been generally quick movers within media spaces. Although fully focused on TV alot of the time, they often try new media channels to open up new audiences and drive efficiencies. Therefore, its not suprising that an iPhone app appears on the plan for VW Golf GTI in the US. However, what is suprising is the lack of any other media, for the launch of this new model from VW.
You could say this is a rapid shift in gears from VW, but wishing to keep out of automotive jargon and tongue-in-cheek metaphors, I won’t use anymore. What I will say though, is that this campaign could prove the real driver for the way mobile campaigns can be used to deliver volume and impact.
The German automaker, via AKQA, New York, has enlisted the mobile gaming expertise of Aussie developers, Firemint – best known for their iPhone title Real Racing which has an average App Store rating of 4 stars and has long sat in the top ten racing games available on the device. Making no attempt to differentiate its branded offering from the original (indeed, why would they?) VW has called its app simply Real Racing GTI. Essentially a stripped down version of the £3.99 full title, the free game provides users with one main track on which they can race six different version of the new sports hatch.” (From Contagious Magazine)
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