In-app mobile ad for Lexus GS F features Immersion TouchSense® Technology
San Jose and San Mateo, Calif. – Opera Mediaworks, the world’s highest quality mobile advertising and marketing platform, and Immersion Corporation (NASDAQ:IMMR), the leading developer and licensor of haptic technology, announced a new mobile advertising campaign for Lexus that is enhanced with Immersion’s TouchSense® technology. Lexus, in partnership with its advertising agency Team One, has launched a haptic ad campaign for the first-ever Lexus GS F that currently runs on Opera Mediaworks-enabled Android mobile apps in the United States. Team One, Immersion and Opera Mediaworks worked together to enhance the Lexus mobile ad with sophisticated tactile effects to capture how it feels to drive the most powerful Lexus sedan.
“Haptics technology brings sight, sound, motion and feeling to the mobile user, and with Opera Mediaworks and Immersion, we brought the roar of the Lexus GS F’s 467-horsepower engine to life,” said Jennifer Bolt, Executive Director, Idea Communication, Team One. “Users will feel the power of the GS F as the phone vibrates during action moments while the video plays.”
”Haptics in advertising is an up-close, personal experience where brands can literally touch the consumer,” said Paige Raynes, Director of Content Operations at Immersion. “Together we created a one-of-a kind haptic mobile ad that best represents the Lexus brand for the Lexus GS F. TouchSense technology provides the ability to creatively author tactile effects to add meaning and depth to content viewed on mobile.”
“We’ve seen great early results from utilizing haptics in conjunction with video, as it allows brands to deliver an experience that now isn’t just seen and heard, but felt,” adds Mike Owen, EVP, North American Sales, Opera Mediaworks. “This is taking advertising to a new place – one that only mobile can deliver.”
The Lexus ad was enabled for Opera Mediaworks’ in-app ad network through the integration of Immersion’s TouchSense Haptic Development Kit and Opera Mediaworks Instant-Play™ HD mobile video plug-in. To learn more about enabling haptics in advertising through Opera Mediaworks, visit: www.operamediaworks.com.
Experience the Lexus GS F mobile ad enhanced with haptics by downloading Immersion’s Content Portal App for Android mobile devices on Google Play: https://play.google.com/store/apps/details?id=com.immersion.tsengageportal&hl=en.
The full campaign can also be viewed here.
To learn more about tactile-enhanced video and advertising, or Immersion’s TouchSense® technology visit: www.immersion.com/advertising.
About Immersion (www.immersion.com)
Founded in 1993, Immersion (NASDAQ: IMMR) is the leading innovator in haptic technology. The company’s touch feedback solutions deliver a more compelling sense of the digital world. Using Immersion’s high-fidelity haptic systems, partners can transform user experiences with unique and customizable touch feedback effects; excite the senses in games and videos; restore “mechanical” feel by providing intuitive and unmistakable confirmation; may improve safety by reducing distractions while driving; provide realistic touch feedback when performing robotic medical procedures and training simulations; and expand usability when audio and visual feedback are ineffective. Immersion’s technology has been adopted in 3 billion digital devices, and provides haptics in mobile phone, automotive, gaming, medical, and consumer electronics products from world-class companies. With over 2,100 issued or pending patents in the U.S., China and other countries, Immersion helps bring the digital universe to life. Learn more at www.immersion.com.
About Opera Mediaworks
Opera Mediaworks is the first mobile ad platform built for brands, delivering breakthrough marketing at scale. Our technology powers the biggest publishers in the world, enabling marketers to convey the highest quality ad experiences to more people in more places when it matters most. Our exclusive Instant-Play™ HD video technology and award-winning rich media touches, engages and creates deep interaction with consumers in the most popular mobile apps and sites around the globe. We work with over 90% of the AdAge Top 100 advertisers and 18 of the top 25 global publishers. A fully-owned subsidiary of Opera, Opera Mediaworks is headquartered in San Mateo, California, with offices worldwide. To learn more, visit operamediaworks.com.
Lexus launched in 1989 with two luxury sedans and a commitment to pursue perfection. Since that time, Lexus has expanded its line-up to meet the needs of global luxury customers. Lexus is now going beyond its reputation for high quality vehicles with the integration of innovative technology, emotional exterior and interior designs, and engaging driving dynamics and performance. With six models incorporating Lexus Hybrid Drive, Lexus is the luxury hybrid leader. Lexus also offers seven F SPORT models and two F performance models. In the United States, Lexus vehicles are sold through 236 dealers who are committed to exemplary customer service.