Volkswagen is ramping up its mobile advertising strategy as the launch sponsor of the USA Today Kindle Fire application.

The automaker is promoting its line of Passat cars via a partnership with USA Today on the app. Since launching Dec. 23, USA Today claims that the Kindle app has 157,000 downloads.

?USA Today wants to be on all mobile platforms and devices, so it makes sense that we would want it to be on one of the biggest new platforms,? said Craig Etheridge, vice president of mobile advertising sales at USA Today, Washington.

?Volkswagen was looking for ways to position its automobiles for consumers and trying to get additional eyeballs to the brand,? he said.

Mobile spark
The Volkswagen ads splash across the screen when users open the USA Today app with a sponsored message.

Additionally, the homepage of the app is split into editorial content on the left side with a Volkswagen ad on the right.

The ads promote the Passat as the 2012 Motor Trend of the Year winner and let users explore the car by tapping.

Volkswagen?s launch sponsorship runs through January, and USA Today will open up the platform for multiple advertisers in February.

Users can download the app for free from Amazon?s AppStore and get access to the publisher?s digital content.

Users can read stories on all of USA Today?s sections, which include money, life, travel and technology.

Consumers can share articles via social networks including Facebook, Twitter and email.

Compared to USA Today?s other mobile platforms, the Kindle app offers more multimedia content with photo galleries and video content.

In addition to the 157,000 downloads, the USA Today app has generated an average of 305,000 daily page views and 30,000 average visitors.

Cross-platform advertising
USA Today?s goal of being on every mobile platform for consumers also helps advertisers who are looking to target multiple groups of on-the-go consumers.

By launching the Kindle app, USA Today?s clients can buy ad space cross-platform on all of the publisher?s tablet properties including apps on the iPad, Android tablets, Windows Touch, HP Touchpad and a Flipboard sponsorship.

USA Today has worked with multiple areas of mobile marketing, including advertising, apps, mobile Web and bar codes and is proof that publishers need to think outside the box when it comes to a digital strategy.

Most recently, USA Today rolled out an app for Windows Phone 7 devices after the publisher saw a significant opportunity on it (see story).

As more consumers and marketers look to mobile to reach a targeted group of users, creating a cross-platform solution will become more commonplace and expected in a mobile strategy.

?Consumption is different on every platform, and the different size of each device means we need to develop differently for every mobile project,? Mr.  Etheridge said.

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