NEW YORK (September 24, 2012) — MediaBrix, the only end-to-end, in-app social and mobile advertising solution for Fortune 500 marketers, today announced that it has been selected by Lexus for an immersive social and mobile advertising campaign to launch the 2013 Lexus ES and first-ever ES hybrid. The cross-platform mobile and social campaign will harness the power of immersive and interactive advertising as a way to appeal to the Lexus ES core demographic, drivers with a younger mindset aged 45 and under.
Lexus is the first automotive company to partner with MediaBrix to fully integrate and run engaging, immersive and interactive advertising within Draw Something, a popular mobile social game by Zynga, the world’s leading provider of social game services. Lexus is also the first automotive company to feature brand-specific color schemes and elements in Draw Something. As part of the cross-platform campaign, many of the drawings created on the mobile app will be uploaded onto the Draw Something Facebook page where users will also have a chance to be featured as the “Lexus Stunning Doodle of the Day.”
The power behind this campaign is MediaBrix’s SocialFusion and SocialFlex products. SocialFusion delivers a scalable, exclusive integration to Lexus. Through SocialFusion, the Lexus brand becomes an integral part of the gameplay through a custom color palette and word pack, inspiring positive brand recognition and association among the dedicated and massive Draw Something player base. The campaign also includes MediaBrix’s SocialFlex product, which offers marketers an immersive brand engagement unit that fits seamlessly into Draw Something. SocialFlex, a complement to SocialFusion, offers Lexus a way to expand the brand experience through high-impact video advertising featuring the Lexus ES. SocialFlex was developed specifically with a non-disruptive user experience in mind and is delivered during natural breaks in apps and games across social and mobile platforms.
“Lexus continues to bring innovative advertising through great brand experiences via highly engaged mobile and social platforms,” said Teri Hill, Lexus media manager. “Partnering with MediaBrix and integrating into the widely popular mobile social Zynga game Draw Something, Lexus brings together the style and design message through the ‘Draw Something Stunning’ campaign.”
“We are pleased to help Lexus appeal to its core demographic through immersive and interactive advertising that respects the user’s experience. We know Lexus is going to benefit greatly from this industry-first, stunning campaign,” said Ari Brandt, Co-founder and CEO of MediaBrix.
MediaBrix (www.mediabrix.com) is the only end-to-end, in-app social and mobile advertising solution for Fortune 500 marketers with proprietary analytics measuring over 30 points of brand-focused metrics, including viewability, time spent, video completes, interactions and social sharing. The company offers Fortune 500 marketers a suite of immersive and interactive advertising products, allowing them to reach a highly engaged audience where they are most receptive to a brand’s message — in social and mobile apps and games. Hundreds of top brands such as Procter & Gamble, Samsung and Coca-Cola and the world’s largest app developers such as King.com and Zynga leverage the MediaBrix platform to provide user-friendly brand advertising experiences to more than 200 million people. MediaBrix is based in New York with offices in Los Angeles and Chicago.
Since its debut in 1989, Lexus has earned a reputation for high-quality products and exemplary customer service from its 231 dealers. Lexus is the luxury hybrid leader, offering five hybrids that provide the best in innovative technology and first-class luxury. When it began, Lexus offered two models of vehicles. Now, more than 20 years later, Lexus offers variations of 10 vehicles, from the sporty CT 200h hybrid to the V10 supercar, the LFA.
About Zynga Inc.
Zynga Inc. (NASDAQ: ZNGA) is the world’s leading provider of social game services with 306 million monthly active users playing its games, which include FarmVille, FarmVille 2, ChefVille, Words With Friends, Matching With Friends, Scramble With Friends, The Ville, Bubble Safari, Ruby Blast, Draw Something, Zynga Slingo, CastleVille, CityVille, Hidden Chronicles, Zynga Poker, Zynga Bingo, Zynga Slots, Empires & Allies, The Pioneer Trail, and Mafia Wars. Zynga’s games are available on a number of global platforms, including Facebook, Zynga.com, Google+, Tencent, Apple iOS and Google Android. Through Zynga.org, Zynga players have raised more than $10 million for world social causes. Zynga is headquartered in San Francisco.