Land Rover worked with Mindshare (an Internet marketing firm), Y&R Group fa New York-based marketing firm), and Apple‘s iAd Network team to build an immersive and engaging interactive app that would allow consumers to explore and configure the interior and exterior of the car using the finger gestures of the iPhone. Users are shown a mobile ad on their cell phones, and tapping the ad, they are taken to the Land Rover app to explore the car. iAd used iTunes-based targeting to pinpoint the right audience based on the kinds of music they liked to listen to. The music people listen to on iTunes, or select as favorites, provides clues to their age, personal tastes, passions, and interests. Demographic data was also available. The ad could be shown at several points, but the most effective was showing the ad when consumers were using their favorite apps. When using apps, a person's attention and engagement is quite high.