Mobile: VW 2010 GTI

VW 2010 GTI
AKQA San Francisco did a good (if predictable) job avoiding TV spots for the 2010 GTI launch. You have to admire any digital agency that could pull this off – I couldn’t imagine many of the others doing it – even AKQA’s other offices.

They need to buff up their rationale for using the iPhone though – it comes across as tactic first (an iPhone app!) and post-rationalized strategy after. I wonder if the channel choice was a client mandate (in a Volvo S-60ish way) or an agency initiative? They also talk about “80% increases” in enquiries without showing a comparison, which makes it meaningless.

The app/ game itself was made by Aus-based Firemint.

Blah blah blah. All in all a good effort though, but more strategy please.

It’s clever of AKQA to  promote the campaign within FB itself and encourage people to fan their brand through the video clip

Volkswagen ‘launches’ the 2010 GTI on the iPhone with Real Racing GTI game (mobilecrunch.com)
Volkswagen Launches New Car Through iPhone Game [IPhone] (kotaku.com)
Volkswagen Becomes First Auto Manufacturer To Launch a Car Exclusively on a Mobile Device (slumpedoverkeyboarddead.com)
VW 2010 GTI – mobile car launch through the itunes App store (nickburcher.com)
Blue Plate Special: Real Racing GTI For iPhone/Touch (geardiary.com)
Volkswagen launches free version of Real Racing to promote 2010 GTI (tuaw.com)
New VW GTI Launched With iPhone App, Mazda Diesels Could Come To U.S.: Today’s Car News (blogs.thecarconnection.com)

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