Lincoln is using holiday-themed mobile advertisements to promote new models of its MKZ sedan.

The mobile ads are part of Lincoln?s larger ?Wishlist event? campaign, which also includes Web and broadcast components. The ad is appearing in the NBC?s Today show iPhone application.

?Mobile is no longer a fringe ad buy that reaches a small percentage of a target demographic,? said Wilson Kerr, Boston-based mobile marketing consultant.

?Shopping for a new car is an active, outdoor experience that compliments the benefits of mobile perfectly,? he said.

Mr. Kerr is not affiliated with Lincoln. He commented based on his expertise on the subject.

Lincoln did not respond to questions by press time.

Make a wish
The Lincoln mobile banner ad reads, ?Get more than you wished for.?

Users can tap on the ad to bring up a landing page that is divided into four categories ? dealers, offers, inventory and compare.

Consumers can learn more about the MKZ car, including information about its dimensions, powertrain and safety.

The ad includes a video section where prospective car buyers can watch a clip that explains the main features of the vehicle.

Users can also locate nearby dealers by using the device's GPS or by typing in their ZIP code to find particular cars.

Consumers can also contact dealers for pricing and to check for car availability.

Additionally, consumers can view local offers and check to see if a car is available at their dealership. 

Users can also select another Lincoln model to see how specific features from the MKZ stack up to the company's other offerings.

Additionally, users can view information about similar Lincoln cars.

Add on mobile
In addition to mobile ads, Lincoln is also promoting the MKZ with a Web site and broadcast spots.

The company?s ?Wishlist event? campaign has been in rotation for a couple of years, and by adding mobile to the mix, Lincoln is able to expand its campaign for a broader reach of consumers.

Lincoln is not the only auto manufacturer using mobile to spread the word about its products.

Audi recently used mobile ads to educate users about its new A6 model that targeted current owners with a payment option (see story).

Mobile has historically been an outlet for auto manufacturers, especially with its local focus.

By letting consumers search a dealership?s inventory for a car, it helps consumers narrow down car options quickly.

?Google recently reported that 77 percent of consumers surveyed use mobile while shopping and is used by consumers who want information in the moment,? Mr. Kerr said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York