Ford Motor Co. has rolled out a campaign to promote its Ford Flex and mobile is an aspect of the promotion.

Ford and Team Detroit focused its efforts on creating f new applications for iPhone and Yahoo. The car company will also run banner ads in Yahoo Go.

"If you click on the banner you get to truly discover the Flex," said Zealous Wiley, spokesman for Yahoo, Sunnyvale, CA. "The rich media ad allows consumers to watch a video and learn more about the car.

"This type of advertising is more engaging than just text or picture ads," he said. "The ad takes advantage of the mobile small screen and engages with the user through a relevant call to action."

The iPhone application, which allows users to digitally manipulate photos they've taken on their iPhone, also will allow users to view Flex features and information, including exterior and interior 360-degree animations, photo galleries and a dealer locator using the iPhone mapping application.

Ford also partnered with Yahoo for its Yahoo Go Beta 3.0 mobile media launch.

The program creates instant brand engagement on smart phones with pre- and post-roll rich media featuring the new 2009 Ford Flex.

Users will be able to click and view a mobile-hosted Flex video through targeted banners running within the Yahoo Go application.

The campaign kicked off nationally the first week of September with two television spots that celebrate Flex's individuality.

The 30-second ads were directed by Mark Romanek, an accomplished music video and feature film director.

Ford also has partnered with World Wide Pants to create branded content on the "Late Late Show with Craig Ferguson."

Beginning Thursday, Sept 4, eight original episodes (with one repeat) air every Thursday featuring Flex-branded content.

The skits focus on Ferguson's cousin Angus and his band the Highlanderz as they journey from LAX to the CBS Studio.

With bagpipe virtuoso Philip McGrade in tow, the group will encounter hilarious situations as they travel across America.

The Ford Flex is known for its signature side grooves, all-black glass area and distinctive multi-panel Vista Roof.

Flex offers spacious seating for up to seven passengers and a host of class-leading technologies, such as an integrated refrigerator between the second-row seats; SYNC, an advanced in-car system developed by Ford and Microsoft that voice-activates Bluetooth-enabled mobile phones and MP3 players.

The Ford Flex will be featured digitally in Esquire's 75th anniversary edition.

The October issue will be the first mass-produced print product to use electronic paper display technology.

The front cover of the magazine and the double-page advertisement for the Flex inside the front flap feature moving words and images created using flexible electronic display technology produced by E Ink, the same company that developed the technology used in Amazon.com's electronic reader, Kindle.

"Yahoo Go gives the Ford Flex campaign a lot of reach," Mr. Wiley said. "It is more than just an advertising experience and lets consumers engage with the brand."