HERNDON, Virginia — In the not-too-distant past, vehicle launches consisted of draping white sheets over cars in a dealer's showroom and revealing them to passers-by in the fall. Today, Volkswagen has underscored a dramatic shift in vehicle launches by using a mobile device to roll out the 2010 Volkswagen GTI.
This marketing tactic makes available a free version of the Firemint Real Racing game. The free Real Racing GTI game brings the 2010 GTI to the iPhone and iPod touch, says the automaker.
As part of the rollout, VW said six U.S. players will each win one of six customized limited-edition GTI MkVI vehicles through December 2. The GTI MkVI is an individually numbered, specially tuned version of the hatchback. It gets the 200-horsepower 2.0T four-cylinder engine, a performance-tuned suspension, 18-inch wheels and carbon-fiber-look trim in the cabin. More information on the contest can be found at the Real Racing GTI Web site.
"The GTI customer is a tech-savvy consumer who enjoys social networking, playing games and spending time on mobile devices — most often an iPhone," said Tim Ellis, Volkswagen of America vice president of marketing, in a statement. "Launching the 2010 GTI via the Real Racing GTI App allows us to connect with this savvy GTI customer within his or her everyday life in a way that no 30-second spot ever could."
Inside Line says: A smart way of getting to the GTI's key customer base. — Anita Lienert, Correspondent
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