Automaker Jaguar Cars Ltd. is running a multichannel marketing campaign to drive traffic to its mobile sites and get consumers to opt in to its SMS database.

Jaguar's strategy is to integrate mobile into other media channels by deploying short codes in several different media channels, including print, television and outdoor. Each channel uses unique keywords and the communication flow is focused towards driving foot traffic to dealerships by helping consumers find their nearest dealer.

"Jaguar's mobile marketing strategy includes individual WAP and iPhone sites for various nameplates, as well as WAP and iPhone-based [advertising] media -- including rich media -- driving traffic to the specific sites," said Paul Faletti, vice president of marketing for Jaguar North America, Mahwah, NJ.

Jaguar is an automobile manufacturer of luxury and executive cars operating under the Jaguar marquee.

The company's headquarters are in Coventry, Britain, where it was founded by Sir William Lyons in 1922.

Jaguar is working with both mobile ad networks and publishers directly. Mobile banner ads drive consumers to Jaguar's WAP site and encourage consumers to opt in to the company's SMS database.

Jaguar partners with Fox Sports, CBS Sports, Pandora, Millennial Media, AdMob and Quattro Wireless for mobile advertising.

The Jaguar TV commercials with the mobile calls-to-action appear on Fox Sports networks in the top 12 U.S. markets, including Los Angeles, New York, Chicago, Miami/West Palm Beach, Tampa, Atlanta, Houston, Dallas, San Francisco, Detroit, Philadelphia and Washington, DC.

Jaguar issues the following mobile call-to-action in various media: "Text keyword JAGUAR to short code 24442."

Once consumers do so, Jaguar sends them a text message such as the following: "Reply DEALER + 5-digit zip code for exclusive Jaguar news. Visit your Jaguar dealer for 0% APR on the 2009 XF Luxury & Premium Luxury."

Respondents then get a message with the Jaguar dealer closets to them. They have the option of clicking to call the dealership closest to them.

More than 3,000 people have opted in to Jaguar's SMS database.

Now that Jaguar has a database of opted-in consumers, the automaker is remarketing to that database to promote its car models, such as the new XJ.

"Jaguar is utilizing the SMS database to drive consumers to register for updates on the XJ Handraiser Site, where they can receive updates about the all new XJ as the information is released," Mr. Faletti said.