Volkswagen abandons traditional marketing in favor of iPhone game for GTI launch

by Andrew Yoon on Oct 22nd 2009 12:00AM

A car manufacturer using a video game as a promotional tool is nothing new; Toyota generated a lot of buzz with its laughably bad (but free!) Yaris on Xbox Live Arcade two years ago. However, Volkswagen is taking the adver-gaming concept a huge step forward, by releasing a free iPhone game in lieu of a traditional advertising campaign. Don't expect to see any television commercials for the 2010 GTI -- for now, Volkswagen is committed to promoting its new vehicle exclusively through its App Store game.

Real Racing GTI should be available for download right now, and thankfully, it's no Yaris. Instead of crafting an entirely original game, Volkswagen collaborated with developer Firemint to release a free "lite" version of its popular Real Racing game that exclusively features the new GTI car.

"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," Tim Ellis, Volkswagen's VP of Marketing, said in an advance press release. While it's true a free game will give individuals lengthy exposure to the brand, we still have our doubts about its reach. Ellis assured us that Apple was an ideal partner to work with, and that while alternatives (like PlayStation and Xbox) were considered, an exclusive arrangement with Apple ensured that the app would be prominently promoted, not to be lost amongst the dozens of fart apps that litter the service. Volkswagen hopes that through word-of-mouth alone, Real Racing GTI will be able to garner at least two million downloads. Considering the comparatively low cost of this promotion, coming shy of that benchmark probably won't be too devastating.

You can check out a video of the original Real Racing after the break.

Real Racing GTI

Tags: 2010-gti, apple, gti, iphone, iPod, marketing, real-racing, real-racing-gti, volkswagen

Reader Comments (30)

So....if you don't have an iPhone, Volkswagen doesn't want you to buy their new car?

Sweet, I can't stand apple and I can't stand Volkswagen either...sounds good to me.

Who is the genius in their marketing dept that came up with this????? How can this possible be seen as a good strategy?

its cost effective. and do you really think this is the only form of advertising VW will do for this car? remember the "Unpimp Your Auto" or "Make Friends with Your Fast" campaign for the MKV GTI? their advertising team is quite good.

and if you hate VW, you probably haven't driven one.

The article plainly says not to expect 30-second ads or any other form of an advertising campaign (for now...whatever that means), so yes, I do not expect to see anything else. That seems to be the whole point.

...maybe I'm missing something?????

"by releasing a free iPhone game in lieu of a traditional advertising campaign."

CarpeD1em500 makes an EXCELLENT point, access. Kojo87, while I know you think this is just the coolest damn thing, they're completely missing not only people who don't own an iPhone, your also not going to get 100% of the iPhone owners.

Let's put it this way - 95% of America alone owns a TV. Sure, not all 95% will see that particular advertisement but at least you're not automatically cutting a majority out because of access by putting it on TV.

Disclosure: I'm an account executive at an advertising agency.

im not really trying to defend this strategy. if VW does completely abandon TV or magazine spots in favor of this its a pretty dumb move. any one who buys this car based off this game is a nimrod. then again so is anyone who buys one based of a TV or magazine spot.

Yeah, well, CarpeD1em... Maybe you're not as important as you think you are.

if i had the money that is the car i would buy. the MKVI looks way better than the MKV. and more HP

I have an MKV and I'm trying really hard to avoid the GTI MKVI so I can get the new R instead. Seeing how it hasn't been announced for America yet, I may end up with a MKVI GTI yet.

They aren't changing the engine in the US MKVI, so it is still 200HP I believe. They only have the new engine in Europe. http://www.autoblog.com/2009/10/08/2010-volkswagen-gti-first-drive/

I'm with phobic. I would love to replace my MKV with the R, but even if it does come here, it would probably still be too pricey for me.

Interesting marketing with this game though. I do enjoy VWs fun theory ads.

I have an 09 GTI MKV, and the engine is the same as the new one. 200hp/207ft/lb torque TSI engine. The new one is 86lbs lighter, so it will go faster than mine, and it has some new stability program decided how the brakes take turns. it's a nice car, won't abandon mine for it though.

I also have a MKV 09' GTI. Just got it last week and I love it. I upgraded from a 2007 Rabbit, so its not an entirely different car, but to me it is. Anyways. The MKVI GTI has a new slip differential and has 210 HP, not a huge upgrade. I like both stylings, but after seeing the MKVI in person, it looks more generic and common (Japanese). I love em both, but the MKV has a sort of rebel look to it. Fantastic cars though. After its time to change from the GTI, I'll highly consider the 275 HP AWD R20 if it comes stateside for a reasonable price

you think the MKVI looks more Japanese? i thought the other way around with the MKVI being more aggressive. i still love the clean cut look of the MKIV. VW's goal with the MKVI was to make it handle like an AWD car.

i know VW canned the R32 in the states after the 2009 model year because it cannibalized GTI sales but i would like to see them bring the R20 or the MKIII Scirocco over here. i have an 1987 MKII Scirocco 16v and it is an absolute blast to drive. and thats just a 1.8L 123HP 4 banger. the MKIII is offered with a 1.4L TSI 160HP, 2.0L Turbo 210HP, (same as GTI) or potentially 170HP TDI or 250HP+ VR6 motors in the future.

Just as I was getting tired of Yaris...

haha i actually just posted about the yaris game before i saw your post.

hopefully this is a better game than that yaris game that was released on the marketplace a while back, not that it affects me much, i dont have an iphone.

Very much better than Yaris. They released games for the Polo and Scirocco already, and both are enjoyable enough to have a permanent spot on my iPod Touch. I suspect it will be the same case with this new one.

Sweet, free is always good. I wanted to try this game after hearing John Davison talk about it but was unsure if I really wanted to spend the money for it. Figures, I finally get an iPhone and now no more iPhone game of the week recomendations

I'm already having a great time playing the demo, and I'm going for the full game real soon. I really can't believe this is an iPhone game. After what they did with this and Flight Control, Firemint is a developer to keep an eye on in the next coming years.

Yeah, this is definitely a smart move for VW.

iPhones are gay.

You're gay!!

[sigh]

Sucks for those who don't own an iPhone.

And by sucks, I mean thank god.

If you hate VW you've either owned one past it's original warranty and/or you've tried to fix one. Shoddy cars that are mind-blowingly expensive to fix, like most everything that comes out of Europe these days.

Really funny commercials though. :)

i have an 84 Rabbit (175k miles) an 87 Scirocco 16v (113k miles) and a 97 Golf (130k mils) All of these cars have original everything except for batteries, belts brake pads and other things that deteriorate on any car. they might be more expensive to fix than a Toyota, certain years have electrical issues and i will even admit their warranty is lame. but don't tell me they are shoddy cars. im guessing you had a 2.0L Jetta or Golf. those motors suck.

sorry. Volkswagen is the only thing i go total ape shit fanboy over.

Agree about the commercials, I miss the V Dub in the house spots.

@ Andrew- c'mon Yaris wasn't laughably bad. Just bad. Stop hating!

i heard they changed it to 210HP so i guess it doesn't really matter. what i would really love is if VW brought the new MKIII Scirocco to the US. if i remember right you can get it with up to 260HP and all-wheel drive. kind of a replacement for the R32 which they stopped selling in the US.

damnit i always forget to hit reply. this was supposed to be after my original comment

Well, that settles it. I'm never buying a VW, ever.

Sorry Kojo, I should have specified newer VWs. Their older stuff (pre-96 or so) is world class for it's day.

As for why I hate them... well I've never owned a VW, but I'm a mechanic so I've worked on plenty. Stupid things like needing to recalibrate the electronic throttle after replacing a battery ('01 bug) or seeing a dealership charge $400 for a set of sparkplug wires ('05 Passat V6), or their horribly complex labour practices (tightening axle nut on an 01 Golf: 147 ft-lbs, back off 1/2 turn, turn wheel 180, tighten 37 ft-lbs plus 60 degrees. Tightening axle nut on vritually any american or japanese car: torque to 160 ft-lbs. done.), not to mention just how often they use stretch-bolts and other "one use then discard" fasteners for no reason other than sucking more money from their customers. I just don't like their cars anymore.

VW: German complexity, Mexican assembly. :(

like i said their electrical systems are screwy. the headlights on my Scirocco don't work and 3 VW certified mechanics can't figure out why. my cousin works at a dealership that sells VWs among many other cars and from his personal experience, after 2006 there where far fewer VWs in the shop. but the late 90s through 05 were not so great. he made many of the same points you just did. i also have a 91 4.0L Ford Ranger 4x4. everything is easier to access and work on in the Ford. (271k miles. beast won't die) but if you ever get the chance, drive one. anything with a turbo or V6. between the torque and handling they are an absolute blast to drive. it is rather sad that they are made in Mexico. im curious as to importing one from Germany...

btw im actually strongly considering taking classes at the local tech college to become VW certified a mechanic :)

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Volkswagen abandons traditional marketing in favor of iPhone game for GTI launch

Real Racing GTI

Reader Comments (30)

Posted: Oct 22nd 2009 12:08AM CarpeD1em500 said

Posted: Oct 22nd 2009 12:16AM kojo87 said

Posted: Oct 22nd 2009 12:19AM CarpeD1em500 said

Posted: Oct 22nd 2009 12:31AM D dogg said

Posted: Oct 22nd 2009 1:34AM kojo87 said

Posted: Oct 22nd 2009 6:18AM hey buddy said

Posted: Oct 22nd 2009 12:10AM kojo87 said

Posted: Oct 22nd 2009 6:10AM phobic99 said

Posted: Oct 22nd 2009 8:22AM AwesomeTown said

Posted: Oct 22nd 2009 1:51PM heimbachae said

Posted: Oct 22nd 2009 1:57PM (Unverified) said

Posted: Oct 22nd 2009 11:24PM kojo87 said

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Posted: Oct 22nd 2009 12:46AM ArchiGamer said

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Posted: Oct 22nd 2009 1:03AM MachDelta said

Posted: Oct 22nd 2009 1:46AM kojo87 said

Posted: Oct 22nd 2009 5:54AM krash411 said

Posted: Oct 22nd 2009 10:26AM kojo87 said

Posted: Oct 22nd 2009 10:28AM kojo87 said

Posted: Oct 22nd 2009 11:38AM Reaper man said

Posted: Oct 22nd 2009 5:15PM MachDelta said

Posted: Oct 22nd 2009 11:36PM kojo87 said

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