You don’t need paid media to obtain trial, awareness or sales leads – but you might need a well-crafted digital gift.
A recent video case study by AKQA speaks to the success of the VW Real Racing GTI iPhone game app in generating interest in the new VW 2010 GTI – with no paid media to support it. The app ultimately generated an 80% increase in leads, test drive and quote requests without a TV spot, banner or print ad in the mix. Well crafted and beautifully executed, the engaging game showcased some of the GTI’s most preferred attributes – innovation, performance and style – and offered users something to talk about and something to naturally share – their scores in playing the game.
A game might not be right for every brand or product – in the GTI’s case, it’s a natural fit to showcase how the product could ultimately be used. But the case study demonstrates that understanding your core audience, how they perceive and interact with your product – and offering them a “gift” that will truly engage them – can be a more effective form of communicating the brand promise, and generating interest, than the one-way communication of more traditional advertising forms.
[via AKQA on Facebook]