ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Volkswagen iPad app accelerates car promotion

Automaker Volkswagen is drumming up awareness for its new Up vehicle via an iPad and iPhone application that puts consumers behind the driving wheel.

The app is available in the United States, Britain, France, Germany, Italian and Spain. It lets consumers learn more about the model through an interactive racing game.

?As typical for Volkswagen, we address customers of all ages,? said Corey Proffitt, a spokesman for Volkswagen, Herndon, VA. ?Conquering young buyers and emphasizing downsizers is also our goal.?

Get in the fast lane
The Up vehicle is using its small size as an incentive for consumers with tag lines such as, ?Never Compromise If You Can Compress? to target young, efficient consumers.

The app gives consumers a hands-on look at the Volkswagen car via the interactive racing game that lets them test the features of the vehicle.

Users can choose one of six car colors.

Players can interact with the game in three ways

Players can interact with the car?s features, including steering and racing, to guide around the course.

Users can also engage with other Volkswagen challenge games, which include Touareg and Scirocco models.

Consumers can learn about the car by swiping across the screen

Users can first swipe across the screen to view the Up car from multiple angles and are then taken to a mobile site.

The mobile site is broken down into six categories ? exterior, motorization, interior, safety, finance and additional features.

Each section of the site includes videos that show exactly how each section of the car works.

On target
The Up model is being released into European markets in November with a U.S. launch planned soon after.

The mobile promotion for Up is the latest marketing initiative from Volkswagen to get its consumers into dealerships and drive sales via a mobile game.

The company claimed more than 2 million downloads for its Real Racing GTI iPhone app in 2009 (see story).

In general, the Volkswagen brand is targeted at young buyers and consumers looking to downgrade the size of their vehicle.

The app is meant to educate young, tech-savvy consumers on what the Up has to offer.

The push behind marketing the Up vehicle is its small size. Therefore, mobile and hand-held devices are a natural fit for the campaign.

The game function of the app taps into mobile users by taking the test driving experience to a virtual level and lets users learn about the mobile functions from their handsets.

?We consider the social media platforms one of the most important in order to reach our younger target groups,? Mr. Proffitt said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York