本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
真正的赛车 Gti
案例简介：结果和有效性: 在推出后的一周内，真正的赛车 GTI 成为了 36 个国家的第一个免费应用，最终获得了超过 6 毫米的下载量。大众看到线索、试驾和报价请求立即增长 80%。一半以上的销售对象是新的大众车主，是通常速度的两倍。总销量超过了传统车型的销量，不到预算的 3%，没有 1 美元的付费媒体。 创意执行: 我们选择通过 iPhone 推出全新的 2010 GTI®应用程序和游戏赢取抽奖。真正的赛车 GTI 是一种身临其境的体验，让玩家第一次有机会驾驶全新的 2010 GTI。它包括大众品牌的曲目、在线排行榜、虚拟陈列室、支持 GPS 的经销商查找，以及在 YouTube 上发布和分享回放视频的能力。为了庆祝第六代 “原始热舱口”，我们设计了限量版 GTI MkVI，授予六名幸运的玩家。这些汽车包括刺绣皮革内饰、碳纤维口音、定制徽章以及定制的车主手册和钥匙包。为了推广该应用，我们开发了一个预告视频、网络促销、电子邮件 blasts 、短信活动和一个带有 iPod Touch 的特殊新闻工具包™里面。这项运动结合了司机对汽车的热爱: 创新、性能和风格。 见解、战略和想法: 在汽车行业脆弱的一年，大众汽车挑战我们重新思考如何推出汽车的传统理念。他们想以一种非常规的方式介绍全新的 2010 GTI，这将引起核心 GTI 粉丝和公众的关注。为此，我们创建了世界上第一个移动汽车发布。
真正的赛车 Gti
案例简介：Results and Effectiveness: Within one week of launch, Real Racing GTI became the #1 free app in 36 countries, eventually scoring more than 6MM downloads. VW saw an immediate 80% jump in leads, test drives and quote requests. And over half the sales were to new VW owners – twice the usual rate. The total sales volume more than matched those of a traditional model launch with less than 3% of the budget and without $1 in paid media. Creative Execution: We chose to launch the all-new 2010 GTI through an iPhone® app and play-to-win sweepstakes. Real Racing GTI was an immersive experience giving players their first chance to drive the all-new 2010 GTI. It included VW branded tracks, an online leaderboard, a virtual showroom, GPS-enabled dealer lookup, and the ability to post and share replay videos on YouTube. To celebrate the sixth generation of “the original hot hatch,” we designed the Limited Edition GTI MkVI to be awarded to six lucky players. The cars included embroidered leather interior, carbon-fibre accents, custom badges, and a custom owner’s manual and key case. To promote the app, we developed a teaser video, web promotions, email blasts, an SMS campaign, and a special press kit with an iPod Touch™inside. The campaign combined everything drivers love about the car: innovation, performance and style. Insights, Strategy and the Idea: In a fragile year for the automotive industry, Volkswagen challenged us to re-think the traditional notion of how to launch a car. They wanted to introduce the all-new 2010 GTI in an unconventional way that would get the attention of core GTI fans and the general public. To do this, we created the world’s first mobile car launch.
Real Racing Gti
案例简介：结果和有效性: 在推出后的一周内，真正的赛车 GTI 成为了 36 个国家的第一个免费应用，最终获得了超过 6 毫米的下载量。大众看到线索、试驾和报价请求立即增长 80%。一半以上的销售对象是新的大众车主，是通常速度的两倍。总销量超过了传统车型的销量，不到预算的 3%，没有 1 美元的付费媒体。 创意执行: 我们选择通过 iPhone 推出全新的 2010 GTI®应用程序和游戏赢取抽奖。真正的赛车 GTI 是一种身临其境的体验，让玩家第一次有机会驾驶全新的 2010 GTI。它包括大众品牌的曲目、在线排行榜、虚拟陈列室、支持 GPS 的经销商查找，以及在 YouTube 上发布和分享回放视频的能力。为了庆祝第六代 “原始热舱口”，我们设计了限量版 GTI MkVI，授予六名幸运的玩家。这些汽车包括刺绣皮革内饰、碳纤维口音、定制徽章以及定制的车主手册和钥匙包。为了推广该应用，我们开发了一个预告视频、网络促销、电子邮件 blasts 、短信活动和一个带有 iPod Touch 的特殊新闻工具包™里面。这项运动结合了司机对汽车的热爱: 创新、性能和风格。 见解、战略和想法: 在汽车行业脆弱的一年，大众汽车挑战我们重新思考如何推出汽车的传统理念。他们想以一种非常规的方式介绍全新的 2010 GTI，这将引起核心 GTI 粉丝和公众的关注。为此，我们创建了世界上第一个移动汽车发布。
Real Racing Gti
案例简介：Results and Effectiveness: Within one week of launch, Real Racing GTI became the #1 free app in 36 countries, eventually scoring more than 6MM downloads. VW saw an immediate 80% jump in leads, test drives and quote requests. And over half the sales were to new VW owners – twice the usual rate. The total sales volume more than matched those of a traditional model launch with less than 3% of the budget and without $1 in paid media. Creative Execution: We chose to launch the all-new 2010 GTI through an iPhone® app and play-to-win sweepstakes. Real Racing GTI was an immersive experience giving players their first chance to drive the all-new 2010 GTI. It included VW branded tracks, an online leaderboard, a virtual showroom, GPS-enabled dealer lookup, and the ability to post and share replay videos on YouTube. To celebrate the sixth generation of “the original hot hatch,” we designed the Limited Edition GTI MkVI to be awarded to six lucky players. The cars included embroidered leather interior, carbon-fibre accents, custom badges, and a custom owner’s manual and key case. To promote the app, we developed a teaser video, web promotions, email blasts, an SMS campaign, and a special press kit with an iPod Touch™inside. The campaign combined everything drivers love about the car: innovation, performance and style. Insights, Strategy and the Idea: In a fragile year for the automotive industry, Volkswagen challenged us to re-think the traditional notion of how to launch a car. They wanted to introduce the all-new 2010 GTI in an unconventional way that would get the attention of core GTI fans and the general public. To do this, we created the world’s first mobile car launch.
真正的赛车 Gti
暂无简介
Real Racing Gti
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
