Using its partnership with Sports Illustrated, Lexus came up with an elaborate plan to promote the new GS sedan.
The multifaceted campaign includes iOS apps, print and video ads and some other stuff, but the coolest part of it is a race track, called TORI 500, Lexus has designed based on the actual curves of SI supermodel Tori Praver.
So you can go for a ride around her body! Not literally of course, but virtually in a game they have made. Still, a pretty neat idea. Wonder if they also do a Monica Bellucci race track…
TORI 500 Campaign elements include:
- iOS app–Available at Lexus.com/tori500 and iTunes, SUPERMODELED is a camera app allowing people to place the swimsuit model into their own photos with the click of a button.
- Behind-The-Scenes Video–Two of the world’s best professional drivers, race car driverScott Pruett and stunt driver Greg Tracy, compete on the TORI 500 track (to see who wins a victory lap with Tori in the passenger seat, visit: Lexus.com/tori500 or youtube.com/lexus).
- Print and Online Components–Executions include a four-page spread in the Feb. 14Sports Illustrated Swimsuit issue and custom tablet integrations featured on iPad, Samsung Galaxy, Xoom and Nook.
- Launch Week Events–Lexus will participate in the marquee New York launch event and SI’s two Las Vegas events, SI Swimsuit On Location and Club SI Swimsuit. Additionally, the automaker is the exclusive presenting sponsor of the first-ever, two-day Beauties & Beats Music Festival, happening at The Cosmopolitan of Las Vegas, Feb. 15-16.
“What better way to help introduce the bold new face of Lexus–the all-new GS–than with a bold new campaign featuring a Sports Illustrated Swimsuit model?” said Brian Smith, Lexus vice president of marketing. “With the new GS, there’s no going back for Lexus. Instead of just looking at the pictures, consumers can share in the fun through our many campaign components, including having Tori appear in their own photos.”