The video above explores Ralph Lauren’s exclusive September sponsorship of the New York Times iPad app, which went live on Thursday.
The fashion brand has bought out the app’s inventory for the entire month as part of a deal that will also provide non-subscribers with unlimited access to several sections. But perhaps the most interesting aspect of the sponsorship is a live video event scheduled for September 15, when Ralph Lauren will stream its Fashion Week runway show within the app.
On a creative level, the campaign is lavish and elaborate. At least four Ralph Lauren ad executions appear on article pages; tapping them takes readers to a branded experience that uses a tablet magazine format to present photo essays, videos, and a “Letter from Ralph.”
AdAge first reported the sponsorship.