Volkswagen is innovative in its marketing these days, embracing the technology that online platforms and handheld devices bring. Following in the tyre tracks of the Volkswagen Polo Challenge game for the iPhone, the UK marketing team has recently launched the ‘GTI Project’, a web-based game in which you control a very neat 1:43 scale model of the new Golf GTI.
The full size car is launched on 22 May, and to promote it, Volkswagen has constructed a 30ft by 25ft Scalextric track inside a hangar. The work of 60 modelers, the track weaves around 200 scale buildings, and you control the tiny Golf GTI as it negotiates the hairpins, straights and narrow bridges, all against the clock.
Just as with a real Scalextric, over enthusiasm results in the model car crashing off the track. And just like the real thing, a hand comes and puts the car back on the track, allowing you to continue your lap, and even try to get on the global leader board. It’s all very clever, and full marks to the Volkswagen marketing team for the attention to detail.
Of course, being an elaborate marketing campaign, you can learn more about the new £22,410 to £22,995 Golf GTI proper, and even order a brochure or book a test drive. Set a particularly quick time and you’ll be entered into a prize draw to possibly win a new Golf GTI for three months. Log onto www.gtiproject.com and get racing.
Tags: Cars, Volkswagen