Volkswagen Uses Mobile Gaming For Lead Gen In China

Since retail automotive is so competitive, manufacturers are always looking for an advantage. Is it possible that the next outside-the-box way for a car brand to gain an edge is currently working in China? A report by Mobile Marketer indicated that Volkswagen China generated 300 qualified sales leads in 10 weeks by using “branded mobile games.”

This happens when gamers click on a link taking them directly to Volkswagen’s CRM agency. Markus Nels, head of sports cars, motorsport and car culture at Volkswagen Group China, explained the rationale behind the project. Nels said, “Our objective with branded mobile games was to connect consumers directly to the VW brands through exciting virtual driving experiences. Now, the new CRM link enables us to fully engage with potential customers via our CRM team.” Could this concept, which has clearly taken off in China, translate into leads here in the U.S.? Are the two countries so different that it will work in one nation and not another due to gaming culture differences? Would gamers wise-up and ignore the link or would it become a way for savvy gamer/consumers to investigate an auto purchase?

According to Mobile Marketer, this is a process by which the lead is generated: “Through the CRM in-game link, users can contact Volkswagen about the car they are virtually driving by providing their email address and basic information. Volkswagen’s CRM team is then notified via the app’s data analytics, which instructs them to contact the prospect and qualify them.”

Could mobile gaming be the next successful source of lead generation in the U.S.? How would they go about reaching that goal? Andreas Stecher, Director of Biz Dev and Sales at FishLabs, (which created the game) spoke about how his company creates a connection with potential customers. Stecher said, “With the Sports Car Challenge series, we have created a virtual showroom on mobile which is so realistic and exciting that it fully immerses the player and motivates them to connect to Volkswagen.”

If this concept catches on in the U.S. and perhaps Ford introduces a game with a Ford Mustang, do you think that it would be a platform for potential sales leads? As a dealer, do you think many of your potential customers play mobile car games?