Unsanctioned, third-party app provider Cydia – sort of the store for those who don’t use iTunes – has landed a brand deal with Toyota. The advertising deal is the first of its kind, where a major brand goes to a non-conforming provider for marketing. The ads being run are part of Toyota’s advertising campaign to push its iPhone user interface app for select Toyota cars.
The app is focused (currently) on the Scion tC model, but Toyota has said they are likely to spread this to other vehicles in the future. The news on the Toyota ad purchase was broken by ModMyi’s Kyle Matthews and picked up by 9to5Mac.
This comes right on the heels of a new iOS 4.3 jailbreak that isn’t tethered to a device – it works on everything but the new iPad 2 and Verizon’s version of the iPhone. The exceptions are because this break is specifically for GSM devices (i.e. iOS 4.3.1).
The advertising deal makes sense for Toyota’s Scion brand, since it is aimed at a younger crowd and markets itself as “cutting edge” in looks and style. That market is the same one that is likely to be jailbreaking devices in order to exploit and use applications not officially sanctioned by Apple.
In fact, the custom theme and advertising model are made specifically to appeal to jailbreakers.
This could be a watershed moment for the “outlaw” jailbreak scene, as Matthews points out on his post. It is, after all, a large corporate brand apparently accepting the scene as legitimate and utilizing it. It also shows that Apple’s iAd platform may be a little too controlled for some advertisers. It also gives Toyota a chance to stick it to one of Scion’s biggest competitors: Nissan, who was showcased by Jobs when he revealed the iAd platform.
Things are getting interesting!