Medialets

Another milestone in mobile was achieved with the launch of the campaign for Ralph Lauren’s Polo brand in The New York Times iPad app. This campaign marks the first full-month takeover for The New York Times app, a move that’s even more exciting because Ralph Lauren’s Polo unlocks the paywall, giving non-subscribers access to select sections of The New York Times. But the innovation doesn’t stop there.

This Medialets-enabled tablet campaign provides an immersive experience that pushes the boundaries beyond the innovation consumers have grown to expect within in-app advertising. Rich banners throughout The New York Times iPad app provide entrance to a full-screen, in-depth “catalog” of Polo products. Engaging, embedded video content and detailed product information are accessed through an elegant navigation bar, with a full Table of Contents just a tap away at all times. However, what is most notable is the campaigns built-in e-commerce: For the first time in mobile, this rich media ad incorporates a shopping cart directly in the HTML5 creative, enabling consumers to purchase Polo Ralph Lauren products as they browse through the in-depth “catalog” ad on their iPad.

“Mobile devices offer a rich creative palette that makes it possible to draw consumers deep into the brand experience,” said Eric Litman, CEO of Medialets. “But mobile also allows brands to bring consumers further down the funnel through features like lead capture and social media ‘connectors’. With the Polo Ralph Lauren campaign in The New York Times iPad app, we’ve taken that brand opportunity one step further by incorporating a shopping cart directly in the advertisement. This seamless integration is a first-of-its-kind in tablet advertising and further proof that mobile advertising offers unparalleled room for meaningful innovation. We’re thrilled to have collaborated with The New York Times and Ralph Lauren to enable another ‘first’ in mobile.”

In another exciting “first”, on September 15th, Polo Ralph Lauren’s Spring 2012 Runway Show will stream live within the creative.

To experience this groundbreaking creative online, visit Medialets Showcase. Read more coverage of the launch in MediaPost and AdAge.