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VW drives GTI launch with just an iPhone app


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VW has decided to launch their new 2010 GTI soley through a new iPhone app that is an independent level of the racing game Firement Real Racing, which has already received 70-million downloads since launching back in June. In this version can choose between 6 different GTI to race with the best times competing to win one of six real limited-edition black GTI MkVI cars.

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This is the first time that I know of where a brand is using an iPhone all as their only marketing and advertising for a product. The choice to build the app on top of an existing successful app was a smart one we have seen how badly building an app from scratch can go in the case of the Audi A4 launch application. This game actually makes the driving experience fun and gives consumers a strong impression of the car that could drive them into dealerships. I wish that link to the dealerships was more prominent because you have to realize that you will find that info under Showroom.  Once you find it the functionality is well done as it uses your GPS location to find the nearest dealer and then ties into the iPhone nicely with options to call the dealership or map a route.

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I think VW has made a lot of smart decisions in creating this app and an experience that will have a positive effect consumer who had this car in their consideration set but only time will tell if a free app can drive consumer to buy a $25-$30,000 car.

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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