Players keen on the Touareg Challenge.
Free iPhone games continue to pay off for Volkswagen: its Volkswagen Touareg Challenge game has been downloaded more than one million times in the week and a half since it launched.
That's double the 500,000 downloads racked up by the company's previous iPhone advergame, Volkswagen Polo Challenge, in the same time period.
Acccording to developer Fishlabs, the new Touareg game is notching up an average playing time of eight minutes, but is also generating direct sales leads for VW.
Fishlabs says the game has led to more than 3,500 players arranging a real-world test-drive, while 50,000 have used the game's Dealer Search feature.
"We are overwhelmed by the tremendous amount of time players are spending with Volkswagen Touareg Challenge. But we are especially pleased that Touareg fans are eagerly using the dealer search and that the opportunity to arrange a test drive is doing so well," says Cornelia Lenz from Volkswagen's eGames team.
Meanwhile, Fishlabs boss Michael Schade points out that Apple has featured the game in its US, German, Italian and Japanese App Stores - an unusual accolade for an advergame.
"The media value may be worth hundreds of thousands of euros compared to the cost of promoting apps in other ways," says Schade.
It'll be interesting to see how many downloads Volksagen Touareg Challenge racks up in the coming weeks.
It's got a way to go to top another Fishlabs advergame: Waterslide Extreme, which was made for Barclaycard, and reached 10 million downloads.
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