Hmm. This is certainly brave, or maybe mental? I'm the first to advocate digital media, but rarely do I suggest it as the only strategy to communicate with customers.
Volkswagen are launching their latest GTi via an iPhone app only. Spending circa $500k instead of $60m makes obvious financial sense, but without the non-digital channels, will it reach enough people to spread knowledge and create sales? This one remains to be seen - I'll be very interested to see if it works, and if it does, it may well make my job easier by using it as a case study for wary clients :)
Read Volkswagen to Rely Solely on IPhone App for GTI Launch on AdAge
Volkswagen are launching their latest GTi via an iPhone app only. Spending circa $500k instead of $60m makes obvious financial sense, but without the non-digital channels, will it reach enough people to spread knowledge and create sales? This one remains to be seen - I'll be very interested to see if it works, and if it does, it may well make my job easier by using it as a case study for wary clients :)
Read Volkswagen to Rely Solely on IPhone App for GTI Launch on AdAge
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