Games aren't just for beer. One application that is free to download and is another excellent example for marketers is the "Audi A4 Driving Challenge." Again, using the accelerometer, turning the iPhone like a steering wheel guides your responsive Audi A4 through the test track to try and beat your best time (or in my case, just trying to stay within the cones).

Currently parked as the fourth most popular free application in iTunes, it can only be assumed that hundreds of thousands of core audience members are test driving the A4 right now from their phones. I am not the target market, having recently purchased a car, but even so, I spent five minutes driving it around the track.

One feature notable in its absence is the ability to show a video at the start of the game. This was a missed opportunity by the Audi marketing and game development teams to follow the example set by "Crash Bandicoot Nitro Kart 3D" to really create a broadcast environment around the game play. Even 10 seconds of polished intro video makes a difference to the experience.

As more brands look for ways to reach potential customers in economical tough times, Audi has hit on a winner. If you're looking for ways to reach an affluent audience while reducing your TV buy, this Audi iPhone application game is a fantastic model. It creates far more flow state than any TV ad, gets people comfortable with the notion of your product, and feels like a "try before you buy" that lasts longer and is far more personal than an entire broadcast flight.