Subaru game gives geeks a peek

A select band of journalists gathered for the first Australian glimpse of the latest Subaru sports car — but in a twist that reflects the rapidly changing nature of marketing, it was computer game writers, not motoring specialists, who were given the sneak peak.

Sony Computer Entertainment snared the Japanese company's famed STI racer as the centrepiece for the launch of the latest incarnation of its Gran Turismo racing game series, and such is the power Subaru attributes to the game as a marketing tool, local executives jumped at the chance for gaming journalists to see the car first.

Subaru was one of the first car makers to work with Sony when the game was first launched in 1997, supplying the company with blueprints and performance data.

And Subaru national marketing manager Toby O'Bree said the inclusion of the car in the game had a measurable impact on sales.

“Subaru saw the benefit in it pretty much from day one,” Mr O'Bree said.

While initially seen as a kids' game, consoles have emerged to become an important platform for communicating with adults, although the importance of sowing the seeds of the brand with future car buyers was vital, he said.

“The great benefit for us is all those kids grew up and got to a stage where they were ready to buy their first new car and they now have this relationship with the Subaru brand developed from playing that game."

“It is something we would have found very hard to do, to convince people in their early teens that Subaru is a brand worth considering simply because it would have been a very expensive marketing exercise, so it has certainly had a great pay-off for us.”

The car maker credits the Gran Turismo series with having played an important part in the success of the WRX, particularly in the ultra-competitive US market.

The latest Gran Turismo 5 features the car in high definition. Allowing gaming journalists to see the real thing at the Gran Turismo preview which allows them to promote the car through their own writing.

Motoring journalists do not get to see the car in the flesh until later this month.

Kendall Bascetta, Sony's product manager for software, said while Subaru had given game writers a rare first look at its next car, other car makers were also looking to use the game to give customers virtual test drives at the coming Melbourne International Motor Show.

“Working with the manufacturers reinforces the credibility of Gran Turismo,” Ms Bascetta said. “When Mazda wanted to get some pre-awareness out on the RX8 and get a jump on the competition, they used Gran Turismo 3 and effectively launched the RX8 via Gran Turismo and then two years later it was unveiled to everyone at the Detroit motor show.”

SCCE spokesman Adrian Christie said the game had opened doors in the car industry. “We have been invited to be a partner in the Melbourne Motor Show, and this is for a video game,” Mr Christie said.