For the launch of the fifth-generation Volkswagen MK V, we focused our efforts on the GTI enthusiast base—young, mostly male 'tuners' who had been with the brand for years. Do something just for these guys, something they could grab onto, and those guys could become media. So we introduced them to their fast, a small black totem with rabbit-like features (a nod to the original Rabbit GTI) and a mischievous red smile (suggesting the signature red grill stripe of the GTI). Then enthusiasts were invited to 'make friends with your fast.' E-mails about 'project fast' were sent to GTI enthusiasts asking about the shape, size and color of their 'fast.' TV spots depicted the fast as the GTI driver's maniacal alter-ego. Seventeen-thousand vinyl fasts were produced as a standard feature for the GTI, which come with a care/feeding manual and four interchangeable tails. At the Winter Olympics, fasts were placed around in Torino. Rub it for a little extra fast. Dealerships featured GTI brochures with fast-compatibility quizzes and a sixteen-minute interactive DVD with a German engineer and some tongue-in-cheek Project Fast research.