Volkswagen Polo Challenge: 1.4 million downloads
Embracing the mobile gaming generation, Volkswagen’s new Polo promotion on the Apple iPhone platform has been a worldwide download hit.
Launched on the fashionable device on 3 March just as the real car was unveiled at the Geneva Motor Show, it took just two weeks for the Volkswagen Polo Challenge game to notch up a number one placing on the download charts in 39 countries, and enter the Top 10 of the US download charts.
Within four weeks of its launch the interactive 3D game has been even more of a success; over 1.4 million copies have now been downloaded. Exceeding all expectations, the US high chart position is especially staggering; the car is not even sold there.
Keen to repeat the success, Volkswagen may decide to embrace the medium once more with future model releases. Targeting the younger demographic with the eight-course game and interactive marketing tool, it remains to be seen how many virtual-world downloads are translated into actual real-world new Polo sales.
