Three brand-new 2011 Jettas were donated by Volkswagen of America for the benefit of the Dress For Success charity organization. Each vehicle was sold on Gilt.com at $5995. It didn’t take very long to sell these vehicles. In fact, the Jettas were offered one per day from the 15th to 17th and were made available at 12pm eastern time.
The first Jetta was only offered to users of Gilt’s mobile app. In under a second, it was placed in the successful buyer’s cart, with the entire purchase completed in less than 5 minutes.
The transaction was done solely on Apple iPad. The second landed in the buyer’s cart in 253 miliseconds and the third in exactly one second.
On the third day, it set a new traffic record for the website. The Jetta also got on the wish list of over 50,000 Gilt customers, setting a record for most-wanted product.
Because of the program’s popularity, charity Dress For Success will get $18,000. Gilt.com also benefited because it got an enormous spike in traffic and was exposed to new customers.
“Partnering with Gilt was a natural fit for Volkswagen as both brands have customers who value style, sophistication, and quality products at an attainable price,” said Tim Ellis, Vice President of Marketing, Volkswagen of America, Inc. “By creating a special price of $5,995 for each Jetta on Gilt, Volkswagen has taken our tagline, ‘Great for the Price of Good’ to a new level that will certainly create excitement and attention.”