The 2006 Lexus IS Luxury Sport Sedan Launches with an Innovative Mobile Marketing Campaign; Lexus & Team One Partner with mFoundry to create the Lexus IS Mobile Phone Application

SAN FRANCISCO--Oct. 6, 2005--Lexus and its advertising agency Team One have partnered with mFoundry, a leading mobile publisher and platform provider, to create the Lexus Mobile Phone Application for the all-new 2006 IS. In line with their history of innovation, Lexus and Team One are using mobile marketing as part of the IS launch campaign.

The Lexus Mobile Phone Application gives IS prospects information on the new luxury sport sedan including details on performance, technology and luxury. Prospects can also download special IS wallpapers and ringtones to customize their mobile devices. In addition, the mobile application provides real time news, weather, entertainment and automotive information.

Created using mWorks(TM), mFoundry's mobile application platform, the Lexus Mobile Phone Application is an integral part of the IS launch strategy. "We wanted to give enthusiasts access to IS information as it becomes available. Sending up-to-date information to cell phones was the perfect solution," said Al Reid, Team One's Interactive Group Director. "Also, Lexus customers tend to be a savvy, thought-leading group so we knew they would appreciate some of the extra features of the application such as choosing their favorite RSS feeds to access their favorite news sources via their mobile devices."

"The Lexus Mobile Phone Application is a perfect example of how mobile marketing can extend way beyond simple SMS messages," said Drew Sievers, CEO & Co-Founder of mFoundry. "Team One and Lexus are using their downloadable application to give users a full mobile experience. Users will have access to current information about the IS and an opportunity to download wallpapers that showcase the beautiful IS styling. Users can even locate their closest Lexus dealer from the convenience of the mobile application."

Lexus and Team One launched the IS campaign on September 1st and have already seen great response. The Lexus IS Mobile Phone Application is available at www.theNewIS.com.

About Lexus

Lexus has become synonymous with luxury since its introduction in 1989. By offering some of the finest quality luxury vehicles and providing benchmark customer service, Lexus has become the top-selling luxury nameplate in the United States for five years in a row. Lexus and its 214 dealers have repeatedly achieved high honors for both the products they sell and the customer service they provide as rated by the independent research firm of J.D. Power and Associates. For more information on Lexus and its products visit www.lexus.com.

About Team One

Team One is an international full-service agency, including comprehensive brand consultancy, strategic planning, media planning and buying, relationship (direct) marketing, event marketing/ promotions, interactive/digital services, public relations, design and collateral. Headquartered in El Segundo (Los Angeles), California, and a division of Saatchi & Saatchi, the agency has regional offices in New York, Chicago, Atlanta, Washington, D.C. and Brussels, Belgium. Clients include Proctor & Gamble (Millstone Coffee), The Ritz-Carlton, Lexus, the Lexus Dealer Association, Movielink, Los Angeles Times, British Telecom/Infonet Services Corporation, Venice Art Walk, Kids and Cars, and Teen Line.

About mFoundry

mFoundry is a leading mobile application platform provider and publisher of lifestyle and utility based applications. The mWorks(TM) platform provides the smartest, fastest, most cost-effective way to develop and distribute mobile applications. Using mWorks, mFoundry has published a wide array of applications for customers such as Nestle, Advance Auto Parts, go2 Online, Entellium and eRobert Parker. mFoundry's applications are available across most wireless carriers in North America. For more information, please visit http://www.mfoundry.com or e-mail us at info@mfoundry.com