Transcript VW pres.ppt
Year 2006:
◦ GTI spent $60 million on a big-budget blitz with
lots of network TV.
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.
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.
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
Estimated Cost of apps: $500,000
Licensed the game
Free Game
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 .
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?