Commentary

now that's ROI

In the week after AKQA bowed a mobile app campaign for the new Volkswagen GTI, which allowed players to race virtual racetracks in the new model, eight cars were purchased by people who had downloaded the app. At a list price of $25,000, that's $150,000. To date they've sold 175 cars from this game, according to Charlie Taylor, the general manager for digital marketing and motorsports at VW. That's abotu $4.4 million. Taylor also said that the campaign is producing a 99% lower cost-per-sale. 
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