VW launches the 2010 GTI…to some. Can über-targeting pay off?
Oct 23, 2009
I found this Autoblog article about an iPhone game featuring the new VW GTI, and was stoked. I’ve been a fan of the GTI since it’s inception. But since I just bought a Jetta, it wasn’t like I was going to be trading for the new GTI any time soon…so I was equally excited that there was a game to let me live vicariously through my phone.
Then I learned via AdAge that the game and the resulting PR was the only way the car was going to be launched. And my gut reaction was, “what an awful idea!” I’m even squarely in their target market: an iPhone toting gen-x-er with a penchant for German engineering. I still think it’s a bad idea to launch something—like a car—in this narrow fashion.
Sure there are a lot of iPhones and iPod Touches out there. There are also a lot of potential GTI buyers out there who don’t have either. And those folks also might not be the kind to peruse marketing news sites or automotive blogs to catch the PR wake of the game. The AdAge article talks about how much less this approach is allowing VW to spend in comparison to the last GTI launch. But will the über-targeted spend yield exponential results by comparison? Even a moderate ad buy (both traditional and digital) could have accomplished two things: 1) expose the game to more iPhone-enabled folks; and 2) given those poor souls without an iPhone the news as well.
As usual, only time will tell if the strategy pays off. Until then, there’s plenty of time for us to pick it apart! What’s your take? Will the campaign be a winner? Or will it never get out of first gear?
Watching TV as a kid, I used to run to the bathroom during the shows so I could make it back for the commercials. Those days launched me down a path that included layout and writing for the college paper; communications strategy for political campaigns; marketing strategy and graphic design for Gensler (a global design and architecture firm); and the implementation of new programming, animation and design techniques for Centerline. Today I specialize in content marketing strategy and building digital deliverables to execute those strategies. But it’s about more than just creating killer digital content. At Centerline, we help clients succeed in the digital marketplace using a three-pronged approach: strategic (message creation, brand strategy), tactical (design, development), and analytical (measurement and adaptation). This experience-tested approach allows me to build campaigns that are both well-designed and effective for clients like IBM, GE and National Instruments.