VW pitches 2010 GTI via iPhone app

Trendy, hip, affluent, savvy, and disproportionately good looking. That’s the iPhone audience (I might have made the last one up) and that is who VW is looking to reach with a ground-breaking launch: launch the 2010 VW GTI via an iPhone game. As of this morning, Real Racing GTI is a free download that allows users to experience the thrills and benefits of VW’s latest GTI.

Tim Ellis, Vice President of Marketing, Volkswagen of America, Inc. says “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.”

What’s more, to encourage game play, six registered players in the US will be chosen over six weeks to win a numbered, limited edition GTI. The game was built by Firemint, an Australian developer with over 30 titles in the app store including Real Racing and Flight Control. Real Racking has been modified to highlight VW and their new GTI.

The game features a VW showroom that takes you through some of the cars details, such as images of the “carbon fiber inspired” trim (which is like saying tofu is “meat inspired product”). The game walks the fine line between keeping true the original without become just an advertisement hidden in a cheap game. If the GTI handles like the game, users will be impressed. The game is available now for free in the App Store.

Personally,I believe this is great marketing. The company is reaching out to make a connection with customers by making it a win-win. Customers get a free game, VW gets people racing their cars, creating more awareness, and the developer gets VW to foot the bill for some hard work. Who doesn’t love that?

iTunes: [ App Store Link]