Volkswagen uses mobile (again) to announce new vehicle launch

The all-new 2010 GTI made its debut in the Real Racing game on Thursday, claiming to be the the first time an automotive manufacturer has used the App Store to announce a new vehicle launch. Volkswagen is also giving consumers who play Real Racing GTI the chance to compete for the six limited-edition 2010 GTIs that are fully-customized inside and out.Volkswagen of America Inc. has announced its latest automobile launch through its Real Racing iPhone game application.

“With the personalization of media and the challenges inherent with reaching constantly connected consumers, we challenged ourselves to rethink the way we launch vehicles in order to engage our consumers in a meaningful way,” said Charlie Taylor, general manager of digital marketing at Volkswagen of America, Herndon, VA.Volkswagen is no stranger to the mobile platform. The automaker recently launched a WAP site that acts sort of like a shopping assistant (see story). Volkswagen is also using 2D bar code technology to make its traditional printed media more interactive and engaging for consumers (see story). Mr. Taylor said that mobile devices help Volkswagen reach consumers in a more direct way.