Lincoln taps mobile ads to bolster 2011 MKX vehicle sales
By Rimma Kats
April 5, 2011
Lincoln banner ad via The Week iPhone app
Lincoln is the exclusive launch sponsor of The Week’s iPhone and Android applications, engaging consumers with banner ads that let them learn more about its 2011 Lincoln MKX vehicle.
The company is running banner ads via the application that take readers to a mobile landing page to learn more about the new model, as well as watch videos of it. The Week application is available for free download in Apple’s App Store and Google’s Android Market.
“Our strategy was to make The Week available to a wider audience and available to people on the go,” said Jessica Sibley, publisher of The Week, New York.
“There are so many people who access information on their mobile device and we want the Week’s readers to be able to access The Week wherever it’s most convenient for them – in print, on the computers and on their mobile devices,” she said.
The Week provides continuous coverage of the day’s news with opinion pieces, commentary and analysis as it unfolds.
The app was created by Zumobi and is featured on its network.
When readers click on the Lincoln, they are redirected to a mobile landing page.
Users can then view the new vehicle and change the color of the car.
Additionally, readers can watch MKX videos such as the introduction to the car and the overall driving experience.
There is also a video that focuses on the vehicle’s new MyLincoln Touch.
Users can see additionall photos as well as descriptions about the 2011 Lincoln MKX.
Via the ad, consumers can also locate the closest Lincoln dealer by entering their ZIP code or city and state.
In addition, readers can explore more about the vehicle via a tab that features the price of the car, highlights its key features and lets them get a quote.
“The majority of our advertisers come to The Week for an integrated advertising program,” Ms. Sibley said. “They want to reach our audience through print, online, events, and now we can offer the mobile app as an additional opportunity to reach our audience of thought leaders and decision makers.
“Lincoln, the launch advertiser for the app, also advertises in the print publication,” she said.
Consumers can change the color of the model
Readers can find the closest dealer
Consumers can learn more about the MyLincoln Touch feature
Readers can browse different categories such as the latest news, editor’s choice, business and the arts via the application.
Users can take advantage of the smartphone’s pinch-and-zoom functionality when looking at the publication’s cartoon section.
Users can also save and send their favorite articles to friends and family via Facebook, Twitter and email.
“We’re getting the word out about the app through ads on TheWeek.com, in the magazine, and in our daily email newsletter,” Ms. Sibley said. “We’re also working with the Apple iPhone App Store and Android Market to be featured.
“We’re considering other vertical apps featuring TheWeek.com content, both paid and free,” she said. “We’re also considering social networking apps.”
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