Jaguar Motor Co. is offering visitors to its X-Type Web site the opportunity to win a limited edition black Apple iPod. There were a total of 75 black iPods made, but there is only one left, which will be given away on August 1, 2004 from Jaguar's Web site.

"When we started looking at it, we decided what they really needed was to have the movers and shakers adopt this car," Chris Stephenson, CEO of Exposure, told MacCentral. "Knowing that market as we do, by definition those people tend to be more Mac oriented. Mac users are independent in their thinking and they are the people we wanted."

Stephenson decided to focus part of what is an ongoing marketing campaign on the iPod. But having the same iPod that everyone else had wasn't good enough, Stephenson wanted something different, something that was rare.

When Apple launched the last generation iPod, a picture on the Web site showed a backlit iPod with glowing red buttons. The lighting made the iPod appear black; a startling contrast from the normally white casing. While the look of a black iPod generated interest from iPod owners, there never was such a device -- Stephenson decided this was what he needed.

By focusing on the Macintosh user base, Stephenson and Jaguar felt they were targeting the exact audience they wanted and needed for the X-Type. The company's Web site never drew much traffic from Mac users in the past, but since the new campaign started, the site has grown considerably.

"The most interesting statistic that came out of this was 72 percent of all our traffic is using Mac OS X," said Stephenson. "People don't think often enough about the value of the Mac audience in marketing campaigns."