• by Karl Greenberg , May 13, 2013

Jaguar has been teasing its new sports coupe the F-Type since last year.

Now the company is launching what it says is a multichannel global campaign for the convertible coupe under the "Your Turn" tag. The effort will include TV, cinema, print, digital, mobile and tablet, as well as experiential and social media.

The agency behind the campaign is Spark44, a dedicated ad shop that Jaguar pretty much created in 2011. Mindshare handles media.

The company said that in the U.S., the campaign will lean on TV and digital, plus a smattering of print executions. According to Jaguar North America, the Mahwah, N.J.-based U.S. sales and marketing arm of the Tata Group auto brand, the campaign will also use youth-oriented personalities -- although it's unlikely that many youth beyond the hills of San Jose will be able to foot the $65,000 starting price. But true to the axiom that showing young people works for all ages, the company says it is hoping to grab the imagination of 25- to 54-year-olds.

There will be two TV spots in the campaign, which officially broke May 12 on ABC's "Once Upon A Time." They are welded to a social media extension: at the end of the spot, viewers can use #MyTurnToJag to vie for a test drive experience. To be considered for the big prize, consumers have to submit a story about why they deserve it. Four winners get to hit the road in New York, Los Angeles, Miami or Chicago. Jaguar gets mileage on the back end: the company says it will film the trips and share them across Jaguar USA's social channels.

The media aspect of the campaign includes ownership of an ESPN SportsCenter episode in which people like San Francisco 49er Colin Kaepernick and commentator Stuart Scott get behind the wheel of the F-Type and comment on it.

Jaguar, which was also involved in Playboy's "Playmate of the Year" announcement last week, will have a faux June cover with the model. Jaguar will also drive the publication to the Pebble Beach Concours d' Elegance car show in August. The Playboy model will also be in an F-Type commercial during "Jimmy Kimmel Live," per the company. And there's a season-long integration and product placement with USA Network's "Covert Affairs." Jag says that element includes a custom video about the integration.

And the F-Type has "presenting sponsor" status with Sundance Channel's "Rectify." The automaker says the program includes brand inclusion across all show promotion, with vignettes showcasing the F-TYPE and content from the show. Finally, there is long-form content on Speed TV.

The campaign aligns with the automaker's plans to expand its global footprint. Earlier this year, the company said it grew 2012 worldwide sales 30%, and that it plans to grow its global dealer count 25% with over 3,000 sales points in four years -- mostly in Brazil, Russia, India and China.

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