GTbyCitroen - PS3 or Citroen who gets the most benefit?

Back in 2006, when I was working for an automotive accessories retailer, we were offered an advertising billboard within the upcoming edition of V8 supercars for the PS2. I thought that this was a pretty big step in the convergence of traditional advertising and promotion and new and alternative forms of media.

Well, even though that was only two-and-a-bit years ago, advertising on a billboard in a PS2 game is the equivalent of sending sputnik into orbit compared to today's international space station.

I make this analogy because I read in today's Australian that Citroen have made a full concept model of their GT car that they developed for the PS3 game, Gran Turismo 5.

This just goes to show that while a little old Australian retailer might consider billboards an extravagant additional advertising cost, a global car manufacturer sees it as an economical model to develop and market test a concept car for the public.

While in this case the concept car was made at the same time as the virtual car, I can just imagine in the future where cars are built for games first then rated, reviewed and judged prior to any consideration is given to outlaying the costs for physical production.

Again, this just goes to show that technology, given the right need, is a great tool for marketing. Sure, the GTbyCitroen might turn out to be a one-off thrill ride, but the mere fact that it made the journey from PS3 to the Paris Motor Show is a giant leap in the convergence of consumer and alternative media and shows one company's use of the connection.