Transcript VW pres.ppt

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Year 2006:
◦ GTI spent $60 million on a big-budget blitz with
lots of network TV.
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Traditional TV Commercial
CBS' "NCIS," the most-watched show for week
ending Oct. 18 2009, reached 21 million
viewers and commands an average price of
$130,000 for a single 30-second spot.
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October 2009
◦ Launch of newest-generation GTI exclusively on an
iPhone app
 Virtual Showroom
 Iphone Video Game
Fact:
 In September 2009, Apple reported there are
more than 50 million iPhone and iPod touch
customers worldwide.
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The automaker's Real Racing GTI game for the
iPhone and iPod Touch in the App Store includes:
•motion-controlled car-racing game play like arcade or console counterparts
•virtual showroom allowing user to explore the new GTI
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Estimated Cost of apps: $500,000
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Licensed the game
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Free Game
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Built-in functionality for players to send messages via
Twitter and upload game play-videos to YouTube.
Game has incentive beyond entertainment: a chance
to win one of the six limited-edition 2010 GTI's .
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Do you think this strategy would work?
Should they solely rely on the Iphone App for
advertising?
Will this strategy attract customers and
increase the sales?