Metroland, which operates 100 community and daily newspapers in Ontario, is rolling out five versions of mobile apps for all of its papers on October 19, 2011. There is an app for iPhone, BlackBerry, Nokia, Android and Windows for each paper, for a total of 550 new apps.
Toyota Canada, which has long been a major advertiser in Metroland papers, is helping its media partner celebrate this major milestone by giving away a 2012 Camry LE in a special contest.
"Our new Camry LE is the ideal prize. Just as Metroland is leveraging its many years of leadership in community newspapers to conquer new frontiers in the mobile realm, Camry has gone through six generations of evolution to become the world's most popular mid-size sedan," said Stephen Beatty, Managing Director of Toyota Canada Inc. "Similar to Metroland embracing innovation with these amazing apps, innovation is a driving force behind the success of the Camry too. And the 2012 LE takes that innovation to the next level, with its new advanced multimedia system, more modern and luxurious interior, and bolder and iconic exterior – all underpinned by class-leading safety, superior fuel efficiency and an exceptional driving experience."
To enter the contest, which is already began, readers must download the app for their local community paper and then enter the contest from within that app. A new drop-down banner ad, as well as wall paper, will be used to promote the contest on Metroland's community sites. In addition, there will be banner advertising on the new mobile pages, while Google Ad Words and Flyerland.ca will be used too. The contest will be also promoted heavily in print copies of each Metroland paper. That includes Metroland distributing two million free-standing inserts that will tell the story of how the 2012 Camry LE has been made the best it can be through 30 years of continuous improvement, and how the vehicle offers the best fuel-efficiency in its class, while coming standard with 10 airbags and the Toyota Star Safety System that features six accident-avoidance technologies.
Metroland reaches more than 80 per cent of Ontario's population through its different platforms. It's estimated the apps will generate 4.3 million impressions over the course of the two-month sponsorship, providing Toyota with a valuable opportunity to meaningfully reach and engage countless Ontarians at the community level.
The draw for the Camry will take place on December 19, 2011 at 11:30 am.