RALPH TAKES OVER: If your invite to the Ralph Lauren runway show on Thursday got lost in the mail, don’t fret. The collection will be live-streamed exclusively on The New York Times iPad app. For the month of September, Ralph Lauren has executed a branded takeover of the app, as sole advertiser, which includes showing the runway presentation. “Typically, we have six advertisers per month,” said a spokeswoman for the Times, noting that Ralph Lauren is the first brand to buy out all ad space. She declined to discuss terms of the deal.

Some of the highlights of the campaign include enhanced video and a virtual tour of the designer’s car collection on exhibit in Paris, with the ability to click on each car to hear the engine. The campaign, in magalogue format, also features past runway shows, custom editorial content and e-commerce. The campaign is separate from Ralph Lauren’s longtime ad commitments with the Times in print and online, but continues the company’s heavy push into digital, which includes its own Web site with social networking, and in the past such activities as m-commerce via store windows and projecting a show onto the facade of Lauren stores in New York and London.

This story first appeared in the September 13, 2011 issue of WWD. Subscribe Today.