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Volkswagen is promoting its 2010 GTI vehicle by putting consumers behind the wheel of a new iPhone application. The free Real Racing GTI app lets users race against other cars and post their time on an online leaderboard. The company hopes to engage consumers by targeting social networking sites, allowing players to post their racing videos on YouTube and communicate with competitors on Twitter.
“Our audience is very wired, they are demanding and sophisticated technophiles and for them, media consumption is higher in digital than in broadcast,” said Charlie Taylor, general manager for Volkswagen’s digital marketing.
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