November 2, 2012
Toyota Corp.’s Lexus is targeting New Yorkers who are visiting the AccuWeather mobile site through banner ads for the LS F Sport that lead to optimized content.
Whether intentional or not, the ads appeared when users viewed weather conditions in New York on Tuesday, Oct. 30, which was a pivotal day for Tropical Storm Sandy. Lexus’ banner ad leads to a mobile-optimized site that is tailored to the usage habits of consumers on smartphones.
"Brands are still looking to connect with their customers on a deeper level, but it is the aggregate of consistent and thoughtful connections that make up the overall experience design," said Mark Elfenbein, chief business development officer of Mood Media, Los Angeles.
"Like it or not, or understand it or not, mobile marketing is a technology and connection point that should not be ignored," he said.
Mr. Eflenbein is not affiliated with Lexus, but agreed to comment as an industry expert.
Lexus was not available for comment before press deadline.
Weather or not
Visitors to http://m.accuweather.com can enter their ZIP code or city name to view local weather conditions.
The next screen shows the current weather and a three-day forecast. Users can also tap the screen to view additional tabs that show weekend and extended forecasts.
Lexus mobile banner ad
The Lexus ad for the all-new LS F Sport appears at the top of the screen. It contains the tagline, “Don’t go quietly.”
Once clicked, an optimized mobile site opens on the user’s smartphone at http://lexus.com/models/LS.
The top of the page contains five alternating slides that show images of the Lexus LS.
Next, three versions of the LS are featured: the LS 460, the LS 460 F Sport and the LS 600h L.
There are buttons under each of the three vehicles that link to additional content. These buttons are “Explore” and “Compare Features.”
There is also a menu at the top of the site that leads to sections such as Overview, Explore, Features, Specs, Gallery, Colors and Ownership.
Moving forward on mobile
Lexus uses mobile ads quite often.
For instance, the automaker built brand awareness through an integrated campaign with Zynga’s Draw Something mobile application that allowed users to play with the ES model’s colors and Lexus-themed words.
The campaign ran for five days and included integrated game components, in-app interstitial and banner ads and social sharing. Lexus is the first automaker to use this level of advertising within the gaming app (see story).
In addition, the automaker drew eyes to its new ES model through mobile banner ads on The New York Times mobile site.
Likely in an attempt to engage with the New York Times’ affluent smartphone audience, Lexus chose a banner ad on the homepage of the news publication’s site (see story).
Also, Lexus likely targeted younger aspirational consumers through ads and videos on the mobile game app Gems With Friends.
Players could check out a video of the new ES and connect to the Lexus Facebook page through the ad (see story).
Lexus covers multiple demographics in its 360-degree marketing approach, and its mobile strategy is no different.
“To survive and remain relevant with the connected generation, marketers must take an integrated and strategic approach to any and all touch points to capture attention,” Mr. Elfenbein said.
Tricia Carr, editorial assistant on Luxury Daily, New York