With the new CRM in-game link in both of Volkswagen Group China’s Sports Car Challenge mobile simulation games, over 9,000 potential Chinese customers have been contacted directly by Volkswagen’s CRM agency, qualifying 339 sales leads in just 10 weeks.
Forming part of VGC’s ‘Sports Car Initiative’ raising awareness of the company’s premium sports brands and products in the Chinese and Asian markets, the Sports Car Challenge (SCC) series of racing simulation games on iOS and Android were launched in 2011 and 2013. They have collectively delivered over 22,000,000 downloads and 66,000,000 virtual test-drives worldwide.
For the China market, if a SCC player wants to contact Volkswagen about the car they’re driving virtually, they can now access the new CRM link in-game where they provide their email address and basic information.
Volkswagen’s CRM team is then notified via the app’s data analytics, instructing them to contact the prospect and qualify them. Within the first 6 weeks of the link going live, the games generated five hot sales leads for premium cars of the Volkswagen Group.
Markus Nels, Volkswagen Group China Head of Sports Cars, Motorsport and Car Culture 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. We’re looking at the beginning of a data-led ROI capability for Volkswagen Group China where we can follow the entire sales journey from initial app download to final purchase – and that is very exciting.”
Andreas Stecher, Director Business Development and Sales, Deep Silver Fishlabs said, “The in-game CRM link and support is an innovative progression from the game’s existing brand and dealership links. 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. The CRM link means that VGC can now proactively respond to genuine interest from consumers for their premium brand cars.”
Kristien Wendt, Proelios Partner and Head of Client Services said, “Years ago, generations of consumers aspired to auto-brands with car posters on their bedroom walls. We’re now bringing this brand connection closer through branded mobile games. Across every demographic in China, mobile gaming is massively popular and the CRM support solution is working perfectly. What we found most encouraging was if over 300 confirmed sales leads can be generated in one market in just 10 weeks, imagine the leads and subsequent sales which can be generated by these branded game apps worldwide over months, or even years.”