Audi just developed an iPhone App promoting the new A4. Its top-scrolling driving game they claim they brought the game to market in 2 weeks from concept to completion. It shows. The experience feels cheap and runs counter to the actual driving experience of an Audi A4, which is amazing (disclaimer: I LOVE Audi/VW and have owned VWs all my life). This is a great example where a company’s appetite is larger than it’s capability. They get points for a forward-thinking and innovative spirit by taking advantage of new media channels to promote their wares, but they lose points for not delivering on their brand-promise within that experience. Not all leading-edge development is inherently good – the experience must match the savvy the platform offers as well as the core values of the brand. This game clearly doesn’t. It’s a great example of the failure of “doing it for the sake of doing” being the wrong approach. Check it out in the app store – its free.