GMC, Volkswagen expand smartphone strategy with Android ads

By Giselle Tsirulnik

July 30, 2010

GMC's Summer Clearance Event

Automakers General Motors Co. and Volkswagen have flocked to Time.com’s new application to connect with the fast-growing Android audience.

The application's section fronts contain a single overlay ad that remains persistent on the screen as the user scrolls down. As the user clicks into individual articles they see an ad embedded at the top and bottom of the page. 

“Android is now the fastest growing smartphone platform and, importantly, is available on all of the major wireless carriers,” said Craig Ettinger, vice president of marketing and business operations at Time.com, New York. “We want Time's great content to be available to all news consumers. 

“After Time's BlackBerry and iPhone app launches, this was the next obvious platform to focus on,” he said.

GMC
GMC’s ads promote the company’s famous “Summer Event Clearance.”

Consumers that click on the ad are taken to http://www.m.gmc.com.

Once at the landing page, consumers are served an offer for zero-percent annual percentage rate for the first 72 months for qualifying buyers on 2010 GMC Sierra models.

Here is the landing page, with the Summer Event Clearance offer:

Consumers can also sign up for test drives and request brochures via the landing page.

VW
VW’s banner ad within the application reads, “Getting the little things right is a big thing."

Here is the advertisement:

Consumers that click on the ad are routed to http://www.m.vw.com, where they can browse the 2010 CC car model.

The landing page provides visitors with a 360-degree view of the CC, a description of its features and access to the television spot that is currently running to promote the model.

Consumers can also request a brochure. 

Here is the landing page:

Android application
The new Time.com application takes advantage of the Android operating system’s native functionality.

The Android version joins Time’s iPhone, iPad and BlackBerry applications. The Time Mobile Android application allows a variety of customization options such as the ability to choose a small or large widget for the home screen and determine the section featured within.

All items on the application can be shared using social media tools and users are able to listen to podcasts while browsing through Time content.
 
Consumers are able to swipe through Time’s photography, popular lists, quotes and videos. Users can share articles with friends via Facebook, Twitter or email. 

Users can download articles from the application to their phones for offline reading.          

“The Android app takes advantage of much of the native Android functionality to provide users with an app they will want to use daily,” Mr. Ettinger said. “One example is the home screen widget we created in two sizes that enables users to quickly view Time headlines without having to launch the app.

“In addition, a big focus has been placed on user navigation, performance and a rich experience,” he said.

Final Take
Giselle Tsirulnik, senior editor of Mobile Marketer: