Socialmediaworx

NEW YORK (AdAge.com) — Volkswagen of America is launching the newest-generation GTI exclusively on an iPhone app, a cost-efficient approach the automaker said is a first for the industry.

VW’s Real Racing GTI game for the iPhone and iPod Touch in the App Store includes a virtual showroom.

–> 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.

The automaker’s Real Racing GTI game for the iPhone and iPod Touch in the App Store, unveiled at a press event last night in Manhattan, includes a motion-controlled car-racing game play like arcade or console counterparts, as well as a virtual showroom. The brand conceived the mobile strategy, which also includes a six-car giveaway for game players, with independent digital agency AKQA.

Volkswagen licensed the game from Australian developer Firemint, which built a pared-down version with fewer race tracks using only GTI’s, the high-performance variation of VW’s Golf brand.

Not only does choosing a mobile platform over a customary 30-second spot reduce marketing cost, but licensing an existing game also means savings. “It’s a clever idea,” said mobile-marketing consultant Raven Zachary, president of Small Society and founder of iPhoneDevCamp. “Licensing game technology saves VW considerable development cost and time to delivery. And the cost of six cars is not bad considering the cost of doing a print campaign or TV campaign.”