Jaguar is promoting its XF car model with mobile banner ads within ESPN’s Fantasy Football 2009 Draft Kit iPhone application.Banner ads are running at the bottom of the iPhone application's screen. The ESPN application is the latest component of the sports network's overall multichannel portfolio and the company’s mobile strategy will only grow in importance going forward.Consumers that click on the Jaquar XF banner ads are routed to a landing page where they are asked to enter their email address to receive a free brochure about the XF. Upon entering their email address, consumers are opting-in for future marketing communications from Jaguar.
Since 72 percent of iPhone users are male, Jaguar realized the potential of reaching out to consumers via the device. Additionally, ESPN’s application users are likely to skew male as well. There is a world of opportunity in mobile for luxury brands like Jaguar, as the automaker is focused on appealing to consumers on an individual level.
Jaguar has invested heavily to create and maintain its brand and mobile is about accessibility and personal attachment. The carmaker realized that luxury brands need to use mobile to reach their target consumer. It is a natural fit. From Mobile Marketer at http://bit.ly/NSlKP
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