The campaign, created by AKQA, involves a Real Racing GTI game for the iPhone and iPod Touch, and a virtual showroom.
Six VW GTIs will be given away as part of the promotion.
There are more than 50 million iPhone and iPod touch customers worldwide, according to Apple.
The low cost of a mobile campaign is thought to be a big factor in VW's choice of the app channel.
But Tim Ellis, Volkwagen of America's VP-marketing, told a that the campaign would enable VW to target the tech-savvy, social-media active GTI customer base.
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