Paul Frew
Audi A4 Challenge for the Apple iPhone
August 29th 2008 07:05
It's not the first time a car maker has taken advantage of digital media/entertainment to spruik their latest hot model - both Ferrari and Lotus have launched their new California and Evora models on Sony Polyphony's Gran Turismo franchise but Audi has taken an alternative route by becoming the first manufacturer to launch an automotive application on the popular Apple iPhone.
The "Audi A4 Challenge" is a free driving game released on the iPhone that uses the popular handset's accelerometer (motion sensor) to steer a new 2009 Audi A4 sedan through a series of racetracks. The gameplay is, on paper, rather simple and requires the player to maneuver an A4 around the different courses by tilting the iPhone in the direction they wish to travel, almost as if using the iPhone like a steering wheel.
Audi says the game took their interactive agency, Factory Design Labs, just two weeks to design which is sadly reflected in the limited quality of both the graphics and playability. Nonetheless, it gives the car maker the outright bragging rights of being the first automotive manufacturer to reach out to the masses via the iPhone.
"The iPhone is an ideal platform to help introduce the entirely new Audi A4 to the public," said Scott Keogh, chief marketing officer, Audi of America. "Audi customers are smart, sophisticated and technologically savvy. As a brand, we are committed to progress and innovation at every turn. We're very excited to be the first automotive manufacturer to connect with our audience through the iPhone."
An iPhone friendly web portal has also been created celebrate the launch of the 2009 A4. Customers who visit the mini-site on their iPhone will find a unique interface and content on the A4, specialised videos, wallpapers, an exterior colour customiser, a dealer locator and link to install the Audi A4 Challenge application.
The application is now available free of charge on Apple's iPhone Application Store. [audi.com]
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