Volkswagen is with the times: The auto manufacturer announced this week they will unveil their all-new 2010 GTI in a forum drastically different than any showroom floor — the App store.
“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,” VM marketing VP Tim Ellis told RadarOnline.com in a statement.
Ellis said the auto company’s decision to embark on the historic App-based advertising campaign hinged on the most effective way to communicate with prospective VW buyers.
“The GTI customer is a tech-savvy consumer who enjoys social networking, playing games and spending time on mobile devices — most often an iPhone,” he said. “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 ways that no 30-second spot ever could.”
To complement the launch, the company has exclusively released a free version of the popular Firemint Real Racing game for the iPhone and iPod touch, with the 2010 GTI as a competing car in the game; American players can compete for the chance to win one of six, limited-edition, fully-customized 2010 GTI’s. There is no purchase necessary to enter the contest, which officially ends on December 2, 2009 at 11:59 p.m.
The 2010 GTI, the sixth generation of the famous “hot hatchback,” is available now at Volkswagen dealerships throughout the states; prices start at $23,290.