Subaru forecasts “The Weather Doesn’t Matter If You Have a Subaru” via WeatherBug mobile sponsorship



MobileMarketer notes: Subaru of America Inc. has signed on as the premier launch sponsor for WeatherBug’s tablet application to help consumers with driving-related forecast information.

The carmaker is sponsoring the WeatherBug mobile app for Android 3.0 Honeycomb from Google. Consumers using the app will be presented with a Subaru “Driving Forecast” that includes a clear display of the current live, local weather conditions and driving-related forecast information.

“We want to give the advertiser and users an integrated experience,” said Mike Lombardi, vice president of advertising sales and marketing at WeatherBug, New York.

“In other words, we are giving advertisers the ability to reach our users and build brand awareness across a variety of platforms – in this case, with tablets, the WeatherBug Web site, our mobile phone apps and our desktop application,” he said.

Mobile ads
The mobile advertising initiative helps Subaru gain exposure across the WeatherBug online and mobile properties.

The overall theme of the campaign is “The Weather Doesn’t Matter If You Have a Subaru.”

When consumers click on the ad, they are redirected to learn more about the company’s vehicles and how they can help users get around regardless of the weather outside.

The Subaru ad

“We are giving the advertiser the opportunity to integrate their campaigns across platforms – all without disrupting the user experience,” Mr. Lombardi said.

“The Motorola Xoom app provides advertisers with one more way to reach the loyal and engaged WeatherBug audience on a new platform that offers a highly customized experience,” he said.

User engagement
Additionally, mobile rich-media ads will run on WeatherBug’s other mobile properties such as on its iPhone and Android apps.

According to WeatherBug, there are other advertisers that are also interested in advertising on its tablet platform.

“We’ve received interest from several organizations,” Mr. Lombardi said. “Weather serves as a common theme that affects people’s daily lives in many ways – from what they drive, what they wear, and how they plan their day and activities.

“Weather information is a sought-after commodity by all ages and across all demographics,” he said.

“We see a wide variety of creative ways in which new advertisers and brand messaging could be integrated across the WeatherBug properties.”