There are plenty of iPhone fans who aren’t crazy about AT&T. Buick is hoping to capitalize on excitement around the iPhone finally coming to Verizon with an iPhone campaign crafted specifically for them.
The five-week campaign is running across a wide swathe of mobile sites and applications, including Word With Friends, Accuweather, Flightview, CBS, AOL, Mashable and Pandora. It’s promoting the Buick Achievers scholarship fund.
“By being one of the first advertisers to this new iPhone customer, we expect the campaign to deliver a message greater than just that of the scholarship,” said Nick Richards, a Buick representative. “Rather, we anticipate the campaign will demonstrate Buick as a progressive company.”
That’s to say the General Motors brand is banking on a little PR lift for a mobile campaign. Estimates peg the number of Verizon iPhones sold this year to top 10 million, but no figures have been announced since the phone went on sale earlier this month.
Buick’s agency Starcom is planning the campaign, which runs through Millennial Media, the large-reach mobile ad network. Buick will have exclusivity on Millennial’s mobile inventory for Verizon iPhone users. The ads don’t mention they’re delivered specifically to Verizon iPhone users.
Marcus Startzel, svp of sales at Millennial, said that, while the tactic of targeting users who only have a certain carrier probably isn’t a harbinger of the future, the mass reach that brands can get through mobile is.
“They’re jumping in with both feet,” he said.
Buick is looking to mobile to buff up its image as a stodgy car brand. It’s run early campaigns that use Google’s mobile tech Goggles and sponsored the launch of The Wall Street Journal on the iPad. Buick also has a mobile app for iPhone and Android phones that lets users control the car’s remote start, locks, horn and lights.
-
‘Halloween is when Christmas ends’: A look at publishers’ pre-Black Friday commerce content playbooks
Publishers' Black Friday coverage plans are starting earlier and earlier but commerce teams are evolving to meet the demand.
-
How social media managers are coping with the Twitter debacle
Twitter – once a stable and trusty workhorse for social media strategists – now resembles the most wildly unpredictable social platform in the marketing arsenal.
-
‘A big reset in 2023’: After Big Tech’s mass layoffs, job candidates face intense competition
Recruiters report that 'we've never seen a market quite like this' as tens of thousands of employees flood the market.
-
SponsoredWhy cookie deprecation is deflating performance and inflating costs for advertisers
With the full deprecation of third-party cookies on the horizon, advertisers and publishers are navigating a challenging and quickly evolving landscape. The sunset of the third-party cookie continues as usage and lifetimes fall. Their deprecation is preventing brands from effectively measuring the effectiveness of media campaigns in real-time at highly granular levels. As the industry […]
-
Martin Sorrell-backed S4S Ventures, Bertelsmann invest $10M in data asset management outfit as it blends new content, analytics-based marketing for clients
The recent explosion in content has created the need not only for more sophisticated tools to manage it, but better ways to attach data and analytics to the content in order to better optimize it at the right time for the right opportunity.
-
Member ExclusiveMedia Buying Briefing: Which media will buyers turn to in a soft local market in 2023?
Traditional media including broadcast and print are expected to be hit hard by revenue losses. What will save local from a deeper downward trend next year will be local ad spending on digital, digital out-of-home (OOH) media and connected TV.
