Polo Ralph Lauren has announced it is sponsoring The New York Times iPad App with a rich media takeover again.
For the first time, the retailer sponsored The New York Times iPad App in September 2011. The campaign created by Medialets offered viewers a magazine-like experience with images, in-depth video content and product details. It featured the first shopping cart directly in the mobile ad unit and allowed non-subscribers access to select sections of The New York Times. A live video stream of Polo Ralph Lauren’s 2012 Spring line completed the brand experience.
The new Polo Ralph Lauren tablet campaign suggests iPad users a tour through ‘The Sports of Summer’ campaign. Non-subscribers will be able to read six sections of The New York Times subscriber content, including Sports, Fashion, Home & Garden, Travel, T Magazine and Olympics.
By clicking on several different banners they will be transferred to ‘The Sports of Summer’ content covering the Olympics and other sports like U.S. Open Golf, Wimbledon, The Open Championship, Black Watch Polo and U.S. Open Tennis. Last year famed tennis player Boris Becker helped the brand to launch its Wimbledon 125th Anniversary Serving Challenge.
Consumers will be able to browse a range of sports apparel and shop directly in the ad unit.