Dive Summary:

• Lexus is taking aim at a younger, mobile audience with ads integrated into Zynga's "Draw Something" game.
• "Draw Something" players will be given in-game coins if they draw Lexus-oriented items, and some drawings will be uploaded to the game's Facebook page where they will be put in the running to be named "Lexus Stunning Doodle of the Day."
• The campaign will reach users on iPhones, iPads and Android devices.

From the article:

Lexus hopes to draw a young adult audience by running its biggest mobile game ad integration today through Friday. Augmenting a larger campaign for the 2013 Lexus ES that began on Sept. 5, the automotive brand will appear via banner, interstitial and video ads on the Zynga-owned mobile game Draw Something, which has been downloaded 50 million times and entails legions of daily users.

"It allows us to really engage this game’s huge fan base," Teri Hill, media manager at Lexus, told Adweek. "It's a really good way for us to do something that’s more youthful. ...