With more than 60 percent of Toyota Motor's WAP traffic coming from the iPhone, the automaker decided to take a different approach to mobile with the promotion of the newest Prius car model.

To better cater to these loyal iPhone users, Toyota launched a mobile site optimized specifically for touchscreen devices such as the iPhone. IPhone users can access the Toyota site at http://m.toyota.com and click on the Prius icon to get rerouted to the iPhone optimized site.

"One of the exciting aspects of using mobile for the launch of the new third generation Prius is that this channel allows us to integrate with our social media initiatives and this audience lends itself perfectly for such a launch -- said Michael K. Nelson, interactive marketing manager for Toyota, Torrance, CA.

The third-generation 2010 Toyota Prius hybrid debuted at the Detroit auto show in January and started being sold in April.

The new Prius is bigger and more powerful, with the engine growing from 1.5 liters to 1.8 liters, boosting horsepower from 110 to 160. The Prius is priced at $22,000.

Mr. Nelson said that the demographics of consumers interested in the Prius match those of iPhone users.

What's unique about the Prius site is that users will not only be able to explore models, pricing and a photo gallery. Site visitors can also view four feature demo videos - solar, hybrid fundamentals, exterior and interior.

Additionally, users will be able to view a true "360 spin" and colorizer, which Toyota claims is a frst in North America.

Site visitors can also get a link to the Prius Facebook page and go to it right from their phones.

Also, users can view the Prius reveal video and the national commercial spots.

Mr. Nelson said that a Prius iPhone app is coming soon, but did not reveal the actual launch date.

Toyota has been in the mobile space for a while now. Last year the company advertised within Yahoo's Fantasy Football mobile experience to promote the 2009 Corolla.

The campaign began running on Sept. 4 and continued throughout the football season.

Toyota ran banners on the site at http://m.yahoo.com/fantasy with a tie in to football to promote its Corolla.

Toyota launched its WAP site in December. The WAP has seen a 300 percent increase in traffic to date, without much media or promotion.

Mr. Nelson said that Toyota ran some mobile banner ads for its Venza car model.

"We are not out there to build toys and games," Mr. Nelson said. "We build our Web sites with the goal of getting the shopper to the dealership as quickly and efficiently as possible. We sell vehicles, not games.

"The mobile device is going to be the primary Internet device and we are really focusing on the portability," Mr. Nelson said. "Back in the day, shoppers would build their vehicle online and bring print outs to the dealership.

"Now, based on weekend traffic patterns, we know that more and more shoppers are bringing their mobile devices instead."