Volkswagen to Rely Solely on IPhone App for GTI Launch

Volkswagen of America is launching the newest-generation GTI exclusively on an iPhone game app, a cost-efficient approach the automaker said is a first for the industry. AdAge reports.

How cost efficient? When the marketer introduced the GTI in 2006, it spent $60 million on a big-budget blitz with lots of network TV. By comparison, an executive familiar with the matter estimates the annual budget for mobile AOR services is $500,000.

And while an iPhone-only strategy may seem limiting, consider this: In September, Apple reported there are more than 50 million iPhone and iPod touch customers worldwide. By comparison, CBS' "NCIS," the most-watched show for week ending Oct. 18, reached 21 million viewers and commands an average price of $130,000 for a single 30-second spot.

... For driving that demographic to discover and download the app, Volkswagen is banking on PR, viral pass-along and some paid search for consumers looking for iPhone apps and information on the GTI.

emily | 8:51 AM | Cell Phone Apps and Advertising |
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