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Polo Ralph Lauren Teams Up With Medialets: Takes Over New York Times iPad App

Posted by Dan Wittmers on August 8th, 2012 at 9:00 am

By: Dan Wittmers

Back in September of 2011, Polo Ralph Lauren sponsored a takeover of the New York Times iPad App. The Medialets powered rich media experience provided a magazine-esque user experience with beautiful imagery, extensive video content and detailed product information. The ground-breaking execution also touted the first in-ad shopping cart and allowed non-subscribers of NYT to access select content past the application's paywall.

Their recent "Sports of Summer" campaign has also taken over the NYT iPad app and touts similar first to market executions. Some of the highlights include:

  • The sponsorship unlocks six sections of The New York Times subscriber content, including Sports, Fashion, Home & Garden, Travel, T Magazine and Olympics.
  • Several different banners connect users to another immersive magazine-like experience, this time showcasing “the Sports of Summer” content – the Olympics and other sports like U.S. Open Golf, Wimbledon, The Open Championship, Black Watch Polo and U.S. Open Tennis.
  • The campaign invites consumers to browse a range of sports apparel and, like the previous Polo Ralph Lauren takeover of The New York Times, users can shop directly in the ad unit.
This campaign is a beautiful example of the immersive power rich media provides; especially on the new iPad and it's beautiful retina display. The use of in-ad video is exceptionally important, as tablet video consumption continues to increase at explosive rates. In fact, according to Oolaya’s quarterly Global Online Video Index report (infographic after the break), 95% of tablet video viewing is done on an iPad and in a recent article, Lisa Abramson, Director of Marketing at Rhythm New Media was quoted as saying,

 

"The trends that contribute to the explosion of mobile video consumption in general also influence the rise in tablet video viewing. With the development of faster connections through Wi-Fi and 4G, sharper screens, higher capacity batteries and availability of content that consumers love, the trend of consumers watching video content on mobile is going to continue its tremendous growth."

 

Moving past the content itself, I'm exceptionally partial to the overall aesthetics of the execution. Giving the ad-unit a magazine-like feel was a fantastic way to give consumers the feeling as though they were still consuming content by NYT, versus an external advertising message. This is highly important while attempting to create deeper consumer engagement and is a must on this type of tablet campaign. Kudos to Polo Ralph Lauren, Medialets and the New York Times for a lesson in how tablet rich media should be done!

 

You can view the creative below:

YouTube Preview Image
 

Oolaya Global Online Video Index: Infographic

 

 

Dan Wittmers

Dan Wittmers is the Founder & CEO of the Mobile Leaders Alliance. He has a natural understanding of the entire mobile ecosystem, and during his tenure, has had the opportunity to work with Fortune 500 brands and agencies across North America. Educated in media, messaging, development, SaaS tools and predictive analytics, he is an emerging thought leader in the mobile industry.

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