In the heat of the race to see who can capitalize the most on the consumer gold mine offered by social marketing, VW has chosen to initiate the inaugural launch of the 2010 MkVI GTI via the Firemint Real Racing iPhone app. Once they finish over-gelling their carefully cultivated faux hawk, iPhone users can download the free app and begin configuring their Real Racing GTI, which spares no details. Contrary to what one might reasonably assume, the Real Racing garage is equipped with as many options as one would expect to find in VW’s own virtual design studio and allows users to test the GTI’s impressive street performance without the nuisance of speed limits or pedestrian laws.
“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,” explained Tim Ellis, Vice President of Marketing, Volkswagen of America, Inc. “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.”