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Porsche revs up marketing efforts with mobile

Luxury car manufacturer Porsche is using mobile to promote its new 911 Carrera 4S and encouraging consumers to learn more about it.

Porsche is running the mobile campaign within The Weather Channel?s iPhone application. Over the past year, the company has been building up its mobile presence to better reach on-the-go consumers.

"The key to mobile advertising today is providing brands with a turnkey solution to reach the right consumer, at the right time, in the right mindset, with the right message," said Jeff Goldberg, mobile client solutions manager at The Weather Channel, Atlanta.

"With the inherent connection between weather and location - all weather is local - The Weather Channel is uniquely positioned to create targetable audiences from location and context," he said.

Mobile speed
The Porsche mobile banner ad reads ?As long as there?s a road, conditions are ideal. The new all-wheel drive 911 Carrera 4S. Learn More.?

When users tap on the mobile ad, they are redirected to an optimized landing page where they can learn more about the new vehicle, check out how much it costs and view other highlights.

Through the campaign, consumers can also browse technical specs, sign-up for the Porsche Newletter to keep informed on news relating the company?s models, events and other important dates.

Additionally, consumers can download a wallpaper by tapping and holding on an image and find the nearest dealer to browse the vehicles in-person.

The initiative also incorporates social media such as Facebook, Pinterest and Twitter, which further lets consumers stay connected with the company.

An initiative such as this is a great way for Porsche to better reach consumers and offer them a different unique and interactive experience.

Mobile advertising is a great channel that marketers can use to drive brand awareness.

Zooming through
Porsche has made mobile a critical part of its strategy.

In 2009, the company used mobile as part of a bigger, multichannel campaign to promote its luxury vehicles as affordable (see story).

Earlier this year, Porsche upped its mobile presence through the incorporation of QR codes on its print advertisements, bringing consumers to a video that let the brand?s personality shine (see story).

"An upscale luxury brand like Porsche has a well-defined audience and wants to maximize their media spend by reaching the luxury auto attender," Mr. Goldberg said.

"By combining demographics, vehicle ownership, vehicle affinity, and location data, we develop targetable profiles that enable us to serve impressions to the right audience throughout their daily journey," he said. 

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York