As you can tell by our pictures, your FishbowlNY editors are quite the fashionistas. Fishbowl Jerry is (maybe) wearing Gucci and I am (perhaps) wearing Marc Jacobs. So when we read that Ralph Lauren had purchased a solo sponsorship of The New York Times’ iPad app for September, we were giddy. Or whatever. But it is a great idea, and since this is the first time the app has been sponsored by one advertiser, it will certainly gain Ralph Lauren some buzz.
Ad Age reports that Ralph Lauren is taking full advantage of the app. During the month, anyone can access the app’s Fashion & Style, Travel, Home & Garden, T Magazine and Sports sections for free, and Ralph Lauren will also be hosting a live stream of its Fashion Week runway show during the week of September 15. For the straight ad experience, there will be an interactive spread that lets users purchase Ralph Lauren items right from the app.
As Ralph himself put it, the company went big. “Obviously you’re always offered a simple ad following another ad,” he explained. “We said, ‘That’s not what we want.’”