Toyota Motor Corp.’s Lexus is targeting affluent consumers in the United States as the exclusive launch sponsor for CNN’s new Android application as part of an integrated multichannel media plan spanning the media giant’s television, online and mobile Web platforms.
The CNN app for Android phones is available worldwide for free on Google’s Android Market. Lexus’ ad creative features the CT Hybrid model through slates displayed before video content on the app and through clickable banner ads linking users to their mobile-optimized Web site.
“For the new CT 200h, Lexus looked for opportunities to reach technologically savvy customers,” said Nancy Hubbell, prestige communications manager at Lexus, Torrance, CA. “The CNN app allows Lexus to introduce our new hybrid vehicle to customers as they’re using the latest technology to access information, so we felt it was a beneficial sponsorship.