Newspaper publisher Metroland has rolled out five versions of mobile apps – iPhone, BlackBerry, Nokia, Android, and Windows – for each of its papers, totaling 550 new apps. Toyota Canada, a long-time Metroland advertiser, is helping the company celebrate with a prize giveaway of a 2012 Camry LE.

To enter the contest, which began Wednesday, readers must download a new app for a Metroland paper and enter the contest from within the app.

The promotional campaign features banner and wallpaper advertising on Metroland sites, and uses Google Ad Words and Flyerland.ca.

Metroland will further promote the contest through 2 million free-standing inserts that will describe the 30-year legacy of the 2012 Camry LE.

The media company projects the contest will generate 4.3 million impressions over the course of the two-month sponsorship.