The New York Times has updated its Scoop mobile application with content from New York?s new Citi Bike program.

The Citi Bike share program was recently launched. Consumers who have the mobile app can simply update it to view the new content.

?The Scoop is all about encouraging people to make the most out of New York by finding the city's best restaurants, coffee shops, events and more,? said Dan Blumberg, mobile product manager at The New York Times, New York.

?Citi Bike has a similar mission: unlock a bike; unlock New York,? he said. ?So, the idea to add a sponsored section telling users where they can get a Citi Bike makes sense because it is a valuable service to our users and fits the context of the app.

?It's a useful tool for our users and allows Citi, a major sponsor, to provide compelling and engaging content for The New York Times audience.?

The scoop
The Scoop iPhone app lets users locate Citi Bike stations throughout New York and get real-time updates on how many bikes and docks each has available.

Users are also able to check out recommended destinations nearby, including the city?s best restaurants and coffee shops, which are selected by New York Times editors.

Via the app, users can see a map showing Citi Bike stations and Scoop picks throughout the city and zoom into it.

Furthermore, users can get information on the number of bikes and docks available at each station, which is updated every minute.

The app also lets users get bike-friendly directions from their current location to a Citi Bike station or a Scoop pick.

According to the publisher, this is the first time the company will feature content from an advertiser in a mobile app outside of an advertising unit.

Word of mouth
The company is getting word out about the recent app addition through a variety of multiple channels, including mobile, Web, print and social media.

App updates are key for marketers, especially when building a relationship with consumers.

And, providing engaging and relevant content is a must.

?Mobile continues to be a very important part of our corporate strategy,? Mr. Blumberg said. ?We know that our users are very active on mobile devices and we want them to be able to access our best-in-class journalism on the devices they use.

?That said, we continue to improve our existing mobile experiences, like the update to the Scoop app for iPhone, and also create new mobile experiences on all strong and promising emerging mobile platforms and technologies, including third party mobile applications,? he said.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York