Hitmetrix - User behavior analytics & recording

Final Four info at heart of Yahoo, Jaguar campaign

Yahoo, along with carmaker Jaguar North America, is bringing consumers mobile content about men’s college basketball.

The mobile content offering, spon­sored by Jaguar, is available to Yahoo Go 3.0 users on their mobile phones. It includes information about NCAA men’s Final Four tournament games, including up-to-the-minute game scores for the 65 teams in the tournament, as well as schedules, team stats, photos and player histories. It also includes content from Yahoo Sports and Rivals.com.

Tournament information is accessible through three of Yahoo’s new mobile tools: the mobile widget, a dedicated mobile tournament Web site (http://m.yahoo.com/ncaa) and Yahoo OneSearch, which has been configured to bring specialized content to men’s college basketball-related searches. The widget also lets consumers personalize their favorite teams and interact with friends.

Following a similar campaign with Yahoo last fall, Jaguar North America has signed on as the key advertiser for this mobile content throughout the dura­tion of the tournament. Yahoo Mobile customers will be able to access the latest Jaguar advertising campaigns through their mobile devices by clicking directly from the NCAA Yahoo mobile sites. A click leads to a commercial about the Jaguar driving experience.

“The fact that Jaguar is sponsoring this proves that mobile is not just about targeting millennials and kids in their 20s,” said Gary Roshak, VP of mobile advertisers and publishers at Yahoo. “It’s targeting an older and more afflu­ent audience.”

Since launching the Yahoo Mobile Developer Platform earlier this year, Ya­hoo has worked with partners including eBay, MySpace and MTV News.

Related Posts