Digital marketing website ClickZ describes the UK campaign to launch the Mark 6 Golf GTI, which offered the chance to win a car for 3 months by competing in a scalextric-like on-line driving game. Our automotive magazine, Drivers Republic, ran a parallel competition within the campaign, The Drivers Republic League, which offered readers the additional opportunity to join the team for an action packed day driving the new GTI at Millbrook proving ground.

Article Extract

“Full-service digital agency Tribal DDB London has created an all-digital campaign to promote Volkwagen’s new performance hatchback car, the Golf GTI Mark 6, which launched in the U.K. last week.

The campaign utilizes social media, rich media ads, and pay-per-click search ads to drive traffic to a dedicated site.

To replicate the thrill of driving a performance vehicle, the GTI Project site allows users to race the car along a giant Scalextric track and compete to set the fastest lap possible. …”

“…Mediacom was responsible for the purchase of the supporting media, and ads are currently appearing on niche motoring sites such as Drivers Republic and Top Gear, and other men’s interest destinations such as GQ and MSN. The campaign is also making use of a Google search ads, buying both brand-specific keywords, and terms such as “hot hatch” and “GTI.”

Sites such as Drivers Republic are running reader competitions on the GTI Project site itself, rewarding the fastest drivers with a chance to drive one of the actual cars under the guidance of professional racing drivers. The car itself officially launched in the U.K. last week.”