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One of those milestone moments has arrived. Volkswagen is launching the Mk VI Golf GTI in the States, and doing it solely through an iPhone app. It's the sort of thing that seems insane right now, but in a few years time might just be the advertising norm. Either that or someone is about to get sacked.
The idea does make sense, though. Lean times mean that VW has sought out a cost-effective way of getting the GTI message to as wide and as accurate an audience as possible. Splashing cash up the wall on telly advertising is not only ruinous, but potentially fairly ineffective in terms of who's watching.
A free app, however, in which you get to race the GTI around a track and post your times on Twitter and Facebook, is exactly what VW reckons will ring the demographic bell.
There's even going be an online competition complete with a live leader board and the possibility of winning one of six limited edition GTIs, replete with options like carbon-effect trim and 18-inch wheels.
Real Racing GTI is available to download, but it's one of around 65,000 apps that are now available for the iPhone. An ingenious idea then, but it's a thin line between genius and your P45.
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tohafat commented on this article
at 12:21 pm on 29 October 2009
is it based on Real Racing?
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The_Monk commented on this article
at 12:43 pm on 29 October 2009
Clever, actually. Not as clever as MadBid though.
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beerboyone commented on this article
at 12:51 pm on 29 October 2009
Yes, it is based on Real Racing.
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J4KE.H4M commented on this article
at 01:06 pm on 29 October 2009
with more and more shit on more and more telly chanells its getting harder & harder to rech your target audience. i am confident this will work. the future of advertising is on the interweb and on iphone apps. well thats wot i told my boss, who incedently wants to see me, oh, He doesent look happy, maybe his iphone ran out of battery, and wants to borrow my charger! y else would he be holding it in a closed fist and waving it in the air?...
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Twister commented on this article
at 01:47 pm on 29 October 2009
I hate reality, all the best things I Have (I'm a teenager) are so far computer games and family, so I don't want a virtual VW GTI on my Ipod. I want a real one
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