VW cuts the wires with the 2010 GTI
Mobile motor. Volkswagen of America is claiming to be the first car maker to use the Apple App Store to launch a new vehicle. The wheels in question are those of the 2010 GTI, and the platform is the Real Racing GTI games app.
“With the personalization of media and the challenges inherent with reaching constantly connected consumers, we tasked ourselves to rethink the way we launch vehicles in order to engage our consumers in a meaningful way,” said Tim Ellis, vp of marketing, Volkswagen of America. “The GTI customer is a tech-savvy consumer who enjoys social networking, playing games and spending time on mobile devices – most often an iPhone. Launching the all-new 2010 GTI via the Real Racing GTI app allows us to connect with this savvy GTI consumer within his or her everyday life in a way that no 30-second spot ever could.”
US game drivers getting to grips with the new app get show off their skills and have the chance of winning one of six limited-edition 2010 GTIs. Real Racing GTI also includes several features designed to promote social connectivity, such as the ability of players to send messages to their rivals via Twitter and to capture and upload videos of their best laps to the game’s YouTube channel.
