UrbanDaddy and Lexus Launch First-of-its-Kind Mapping Mobile Application Leveraging Instagram

GO FURTHER Takes Users to the Edge of Their Comfort Zone... And Beyond

| Source: UrbanDaddy

NEW YORK, N.Y., June 3, 2014 (GLOBE NEWSWIRE) -- via PRWEB - UrbanDaddy, the leading digital media lifestyle brand, today announced the launch of Go Further--a first-of-its-kind native iOS mobile application allowing users to create a 3D heat map of their comfort zone... and then leading them to a selection of highly curated food, nightlife and entertainment opportunities that lie just outside of that comfort zone.

Go Further establishes a user's comfort zone by analyzing their most frequent location-tagged posts on Instagram. The user is then encouraged to "go further" by pushing a slider that reveals increasingly unique and extraordinary experiences beyond that comfort zone. The further they slide, the more outrageous and boundary-pushing their discoveries will be.

"The UrbanDaddy audience is naturally an adventurous bunch," said Lance Broumand, CEO of UrbanDaddy, "but it never hurts to have a friend who helps you push the boundaries, a friend who helps you create new adventures and life experiences. We'd like to think that UrbanDaddy is that friend."

"If you're going out on a date," said Broumand, "why not think about what new and special places lie a little further out than where you might typically go?"

UrbanDaddy collaborated with Lexus on this project as part of a campaign designed to promote the 2014 Lexus CT 200h--a unique hybrid vehicle designed for active lifestyle and adventure enthusiasts. This was a special program in keeping with the spirit of the Lexus CT and campaign tagline, "Live a Full Life."

"We were inspired by the Lexus CT platform, which maintains that it's not just about how many miles you can get out of your car, but how many moments you can fit into your life," said Broumand. "This ethos maps almost perfectly onto the ethos of the UrbanDaddy brand and audience, and was the motivating force behind the genesis of the new product."

UrbanDaddy and Lexus leveraged large pipelines of user data from Instagram in order to build users' comfort zones and also leveraged iOS 7's latest version of Apple Maps to design and build the custom mapping engine. UrbanDaddy's team built over 80 distinct prototypes and motion tests throughout the life cycle of the project, exploring dozens of ways to make animation pop off the map and allowing 2D arrows to be drawn as if in 3D perspective. The "Comfort Zone" entailed a separate custom rendering engine to dynamically mask and reveal a user's most frequently geotagged Instagram locations in a performant way.

UrbanDaddy's groundbreaking Go Further app is now available (at no cost) on the App Store on iTunes.

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UD Media is a digital media company creating diverse lifestyle content nationally and targeted to hyper-local geolocated contexts for a number of different audiences. Founded in 2005, UD Media publishes several titles including UrbanDaddy (http://www.urbandaddy.com), Kempt (http://www.getkempt.com), Driven (http://www.driven.com), Perks (perks.urbandaddy.com) and Manero (http://www.manero.com). UD Media and its various publications have been leading pioneers of the native ad industry, creating award-winning native programs for Fortune 100 brands across multiple channels including email, mobile, video, commerce, online and offline.


Lexus launched in 1989 with two luxury sedans and a commitment to pursue perfection. Since that time, Lexus has expanded its lineup to meet the needs of global luxury customers. Lexus is now going beyond its reputation for high-quality vehicles with the integration of innovative technology, emotional exterior and interior designs, and engaging driving dynamics and performance. With five models incorporating Lexus Hybrid Drive, Lexus is the luxury hybrid leader. Lexus also offers six F SPORT models and two F models, including the LFA supercar, for top-of-the-line performance. In the United States, Lexus vehicles are sold through 233 dealers who are committed to exemplary customer service.

This article was originally distributed on PRWeb. For the original version including any supplementary images or video, visit http://www.prweb.com/releases/2014/06/prweb11911538.htm

Stacey Federico

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