Lexus drove awareness for its new 2012 RX F Sport model and let consumers learn more about it via an exclusive partnership with The Weather Channel.

The three-day mobile ad campaign helped users learn more about the new vehicle and engage with Lexus. Additionally, The Weather Channel has updated its iPhone application to let users customize and personalize their app and share the weather with friends and family.

?Our mobile sales force works with our great advertisers to create a tailored, effective advertising solution that makes sense for the user,? said Nico du Plessis, senior director of mobile products at The Weather Channel, Atlanta.

Mobile partnership
Via the Lexus and Weather Channel partnership, consumers are able to learn more about the 2013 RX F Sport vehicle, the RX 350 AWD and RX 350 FWD models, as well as get more information about pricing and options.

The mobile ad campaign is a great way for Lexus to showcase its new vehicles and reach consumers on the go.

Lexus is no stranger to mobile advertising.

Earlier this year, the company used mobile banner ads to access The Wall Street Journal?s affluent reader base and promote its new 2013 GS model.

The automaker placed a banner advertisement on the newspaper?s mobile-optimized site (see story).

Most recently, Lexus raised awareness for its 2013 RX F Sport during the season finale of prime-time ABC drama ?Revenge? by offering viewers additional content and a chance to win a vacation package via Yahoo?s IntoNow mobile application (see story).

New features
In addition to the Lexus sponsorship, The Weather Channel has also rolled out a new version of its iPhone application.

According to the company, the new app redefines the way weather information is deliver to its users.

?With The Weather Channel App for iPhone, we looked to create a clean and delightful visual experience, improve user interface and navigation, and help users personalize their content,? Mr. Plessis said.

?We also looked to create a two-way conversation with our users and allow them to share their own weather story via social,? he said. 

The design and direction of the new Weather Channel app is an extension of the company?s evolution and is based on recent designs of its next generation of products, such as the new Weather.com Web site, iPad app, Windows app and mobile site.

?This is just the beginning of what we?re working on and what we want to bring to consumers,? Mr. Plessis said. ?Our mobile strategy will continue to center around personal, local and social to provide our consumers with more personalized content at a local level.

?We?re expanding social features during severe weather to allow users to connect with their friends and others through weather at all times,? he said. ?Our weather forecasting is second to none, and we?ll take that even farther to tell mobile users exactly when rain will start and stop, like we do on the new weather.com.

?We?re also on a big push globally, centered around mobile. So there will continue to be a lot more coming from The Weather Channel.? 

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York