You want hard data on how effective a well-targeted mobile campaign can be? Last October, Volkswagen integrated its Golf GTI Mark VI model into the iPhone Real Racing game and didn't promote the model anywhere else. The result, agency AKQA Mobile's head of mobile Dan Rosen said at an industry show in May, was a customer acquisition cost 97% lower than traditional media. Within days of the launch,
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You want hard data on how effective a well-targeted mobile campaign can be? Last October, Volkswagen integrated its Golf GTI Mark VI model into the iPhone “Real Racing” game — and didn't promote the model anywhere else. The result, agency AKQA Mobile's head of mobile Dan Rosen said at an industry show in May, was a customer acquisition cost 97% lower than traditional media. Within days of the launch, VW dealers saw increased foot traffic, due in part to a dealer locator feature in the game. And at least 175 of the cars sold went to registered users of the Real Racing app — half of those to drivers who had never bought a VW before.
