Volkswagen Group’s latest racing experience app, Sports Car Challenge 2, has achieved an impressive 1m global downloads in only 10 weeks, delivering 5m virtual test-drives and 1m website enquires, demonstrating the increasing power of mobile gaming apps for modern brands.
The race experience app, developed in 2013 with Proelios partners Fishlabs Entertainment, is the follow up to Volkswagen’s most successful mobile driving app, the 12m downloaded ‘Sports Car Challenge’, and forms part of Volkswagen’s Sports Car Initiative programme focused on raising awareness of the company’s premium sports brands and products in the Chinese and Asian markets.
The series of apps enables consumers to virtually test-drive sports cars from Volkswagen’s Group brands Audi, Bentley, Bugatti, Lamborghini, Porsche and Volkswagen in a multitude of conditions and environments. Due to the latest smartphones and tablets powerful processing capabilities, hyper-realistic renders and physics of each car and race track provide consumers with an exact virtual experience of a real-life test drive through their mobile devices.
Branded apps are becoming an increasingly useful tool for companies looking to attract potential consumers, with the popularity of smartphones and tablets only set to increase over the coming years.
Kristien Wendt, Proelios partner and head of client services explained: “No other racing app series has recreated cars to this level of detail and performance on mobile before and with over 13m downloads to date, the Sports Car Challenge series has helped Volkswagen connect to millions of consumers, generate over 25,000,000 virtual test drives and deliver massive awareness for its premium brands.
“Reaching out to consumers on a global scale, engaging them through interactive experiences, whilst educating and connecting to them at the same time can only be achieved through these branded apps. Our approach to branded mobile experiences is a very profitable and efficient stepping stone to connect brands to consumers.”