• by OMMA Magazine Writers , September 15, 2009

To separate the hip and upscale from the chaff, UrbanDaddy teamed with Lexus to create "The Next Move," a free iPhone app for city-goers and foodies keen on staying "in the know." Aimed at planning a perfect night (or day) on the town, your choices -- who you're with (ex-girlfriend), what food you're craving (tapas) -- will unfold through interchangeable sentence fragments that tell the story of your day or evening to come. By integrating the new model Lexus IS convertible into the experience, the campaign conveyed the idea of living a little...a lot, and Esquire said The Next Move was "an iPhone app with disturbingly human qualities."