• Ad Age, Tuesday, December 4, 2007 11:31 AM

Apple's iPhone, with approximately 1.4 million sold, represents little more than 0.5 percent of the U.S. cell phone market, but its advanced mobile applications and access to wireless hot spots have already presented marketers with a unique opportunity to reach consumers on the go.

Ad Age reports on the success of iPhone-specific campaigns run by auto maker Land Rover and 20th Century Fox. The former's agency, Mediaedge:cia, sought out affluent consumers for the launch of the Range Rover Sport. The campaign connected iPhone owners using Google Maps with contact information and directions to the nearest dealer. It registered 400,000 total impressions, with 1,100 users punching in their Zip codes.

Twentieth Century Fox also ran a similar iPhone-specific campaign for the release of "Live Free or Die Hard" on DVD. The campaign consisted of photos, trailers and other video, and also provided Google Maps users with directions to the nearest retailer. In three weeks, Fox registered a whopping 1 million impressions--that's more than two-thirds of all iPhone users. Direct marketing via the iPhone won't work for everybody, but it goes to show that iPhone users are far more likely to access and use mobile Web applications than other smartphone owners.

Read the whole story at Ad Age »