The GTI Project - the first online car launch


When microsites roamed the earth, the GTI Project was the first all-digital campaign used to launch a car. It drew in in over 167,000 players and generating almost 280,000 links from external websites, forums and blogs.

It allowed users to take part in an online slot car race using a model of the then-new Volkswagen Golf GTI (Mk VI). Racing was enabled by using the mouse button to control the speed of a video shot on an elaborate real-life slot car track built specially for the campaign. Take a corner too fast and you would spin off to be placed back on the track by real human marshals.

Awards won included Site of the Day, Site of the Month and The People's Choice from the FWA, a Bronze in the Microsite category of the LIA awards and a Silver in LIA’s Online Games category. 

Review: reviews.cnet.com/8301-13746_7-10231952-48.html