Real Racing GTI was an integrated campaign to launch the all-new 2010 GTI solely through a mobile app. Users downloaded a free version of the popular game Real Racing featuring the GTI. Over six weeks fans who were playing the game were entered in a weekly drawing to win one of six customized cars.
The media and consumer response was enormous. The app was the #1 free app in 36 countries within two weeks of launch. Leads and sales increased dramatically, at a fraction of the cost of a traditional model launch.
This campaign was highly awarded, including a Webby for Best Integrated Mobile Experience and a Silver Lion in the Titanium and Integrated Category at Cannes.
This project was completed at AKQA.