The Volkswagen GTI iPhone App

Volkswagen is launching the media push for its next-gen GTI automobile with a single, cost-efficient marketing tool: a single iPhone app. Rather than one of the big-budget television and print blitzes characteristic of the German automaker, hype for the high-performance model of VW’s Golf model will rely solely upon “Real Racing GTI,” an arcade-style racer revealed last night in Manhattan.

Considering who VW is trying to reach, that’s a really good deal: half a million dollars buys exposure to younger, tech-savvy, social media connected customers, some of whom will pass the app along, a la the viral message pushers Malcolm Gladwell termed “connectors.” Users compete for six GTIs that will be given away, encouraging them to spend more time playing the game. Meanwhile, built in Twitter and YouTube functionalities promote viral behavior, giving users convenient channels by which to invite others into the game and share their experiences.