In a fragile year for the automotive industry, Volkswagen challenged us to re-think the traditional notion of how to launch a car. They wanted to introduce the all-new 2010 GTI in an unconventional way that would get the attention of core GTI fans and the general public. To do this, we created the world’s first mobile car launch.

We chose to launch the all-new 2010 GTI through an iPhone® app and play-to-win sweepstakes. Real Racing GTI was an immersive experience giving players their first chance to drive the all-new 2010 GTI. It included VW branded tracks, an online leaderboard, a virtual showroom, GPS-enabled dealer lookup, and the ability to post and share replay videos on YouTube.

To celebrate the sixth generation of “the original hot hatch,” we designed the Limited Edition GTI MkVI to be awarded to six lucky players. The cars included embroidered leather interior, carbon-fiber accents, custom badges, and a custom owner’s manual and key case.

To promote the app, we developed a teaser video, web promotions, email blasts, an SMS campaign, and a special press kit with an iPod Touch™ inside. The campaign combined everything drivers love about the car: innovation, performance and style.

Within one week of launch, Real Racing GTI became the #1 free app in 36 countries, eventually scoring more than 6MM downloads. VW saw an immediate 80% jump in leads, test drives and quote requests. And over half the sales were to new VW owners – twice the usual rate. The total sales volume more than matched those of a traditional model launch with less than 3% of the budget and without $1 in paid media.