• by Mark Walsh  @markfwal, May 12, 2010

Discussing branded apps, AKQA's Dan Rosen pointed out that promotional apps involving gaming had become overused and trivialized. So it created a gaming app to launch the GTI late last year for VW--but with a more sophisticated approach geared to the targeted affluent audience looking for "innovation, performance and style". The GTI Real Racing app, which allowed users to test their race-driving skills on a virtual track and gauge results against friends and others via a leaderboard and Facebook, led to real world results.

Rosen said within days after the app launched VW dealers saw increased foot traffic and ultimately the GTI sold out in the U.S.. Half of sales were to new VW owners, so mobile helped expand the brand, and VW was able to trace back sales of 175 cars to people who had played the Real Racing game. The kicker? The effort cost 97% less than a traditional new model launch as VW decided to forgo conventional media for the campaign. I could swear I still see VW TV commercials, though.