Lexus Goes Mobile With 'Draw Something'
Auto brand looks to Zynga game to tap young audience
Lexus hopes to draw a young adult audience by running its biggest mobile game ad integration today through Friday. Augmenting a larger campaign for the 2013 Lexus ES that began on Sept. 5, the automotive brand will appear via banner, interstitial and video ads on the Zynga-owned mobile game Draw Something, which has been downloaded 50 million times and entails legions of daily users.
"It allows us to really engage this game’s huge fan base," Teri Hill, media manager at Lexus, told Adweek.
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