Mobile Marketer has re-launched! Click here to learn more!

Infiniti summer campaign targets tech-savvy consumers via mobile

Automaker Infiniti is using the mobile channel to promote its "Limited Engagement Summer Event" that offers special leasing and financing deals on the complete lineup of 2009 Infiniti performance luxury vehicles.

Infiniti has partnered with mobile ad network JumpTap and will be running targeted mobile banners that drive consumers to the Infiniti WAP site at http://www.infinitiusa.com. Mobile is just one aspect of the multichannel, nationwide campaign, which targets tech-savvy consumers.

"Mobile is one facet of all of our consumer touch points," said Sara Morton, digital director for Nissan and Infiniti, Franklin, TN. "We love mobile because it's not as cluttered as other media environments.

"Our approach to mobile is always making it part of an integrated digital strategy," she said. "We like the one-on-one connection and the targeting capabilities the channel offers."

Usablenet powers the mobile WAP site. OMD is Infiniti's agency of record.

The mobile site lets customers view car information and image galleries, request quotes and locate dealers through any Web-enabled mobile device.

Consumers can view detailed, up-to-date information for all car models. They can view pictures of cars via interior and exterior image galleries.

Infiniti is also running commercial spots on national cable and local television. The automaker is also planning a homepage takeover July 28th on MSN.com, along with targeted takeovers on sites such as CNN.com.

The automaker is using mobile messaging to promote its new Infiniti G convertible.

The company teamed up with mobile marketing service provider MoVoxx and will run in-SMS ads that route consumers to http://www.infinitiusa.com.

MoVoxx provides marketers with mobile audience reach by partnering with SMS content publishers who deliver real-time messages to millions of consumers on a daily basis.

For this particular campaign, MoVoxx partnered with Reuters.

Consumers who were signed up for business news alerts received a link at the bottom of the messaged content, which brought them to Infiniti's WAP site.

Ms. Morton stressed that Infiniti's campaigns are a collaborative effort between the automaker and its agency.

"Our entire digital strategy, to include mobile, really has a lot to do with how our target audience interacts within the digital environment," Ms. Morton said. "The technology in our vehicles is really advanced and so our potential customers are likely tech-savvy.

"Infiniti owners are always looking to be at the edge of technology so we are looking to be at the edge with them," she said. "Our programs are about engaging them in conversation and the mobile channel allows us to do that.

"We want them to interact, engage and share."