Winner: MWW Group Volkswagen GTI Becomes the World’s – First Car Launched Exclusively on a Mobile Device
Launching a new car? Apparently, there’s an app for that. When it was time to launch its new GTI model, Volkswagen created Real Racing GTI for iPhone and iPod Touch to drive interest in its male 21-35-year-old target demo. MWW Group leveraged the mobile-only launch with social media integration and a sneak-peek event at the Classic Car Club in NYC, hosted by gaming guru Olivia Munn. The launch was driven solely by publicity— no paid media or banner ads—and VW scored hugely. Real Racing GTI has had more than 3.7 million downloads so far (nearly 800,000 in the four days following the event).
Honorable Mentions:
Bhava Communications – A Tale of Three Drobos:
To launch three very different products (DroboElite, Drobo S, and Drobo FS) and drive mind-share and sales within market segments that have very different needs, Bhama developed company descriptions, product descriptions, new company and product boilerplate copy and key proof points for use in PR and marketing materials. The products secured over 900 pieces of coverage for Data Robotics in targeted tech outlets.
Conover Tuttle Pace – Blio introduced at CES:
To launch Blio, a free e-Reader application that delivers a digital book experience without requiring a new or dedicated device, CTP strategically leaked details of the product to tech writers who were known to be e-reader friendly. The reader made home page lists of top anticipated products on several of the biggest tech sites.
Florida Dept. of Citrus with GolinHarris – Florida Grapefruit Gets the Spotlight: The new target for Florida grapefruit was defined as nutrition-savvy women, 25-44. To engage this audience, GolinHarris focused on fostering word of mouth through partnerships with women-friendly sites like SheKnows.com. The initiative helped increase grapefruit juice consumption in the U.S. for the first time in seven years.
Inner Circle Labs - Anybots, Everywhere:
Inner Circle Labs leveraged a core influencer beta test program that included Fortune 100 companies and some leading-edge start-ups, promoting a launch event for its new robotics product. The launch produced 60 original articles from media, bloggers and online influencers.