The objective was to create unique content that would appeal to a younger consumer demo target and raise awareness of the Lexus IS model, a 2021 Lexus IS with a built-in turntable that could function seamlessly while driving. Pitchfork and Wired partnered with Lexus to provide an in-depth look at the creation of the Lexus IS Wax Edition, a 2021 Lexus IS with a built-in turntable that could function seamlessly while driving

In part one, two legendary music artists, Madlib and Kaytranada, come together to collaborate and produce two new tracks for the Lexus IS Wax’s in-dash record player. The songs were pressed onto vinyl with the help of Vinyl Me, Please.

In the second episode, we go inside the fabrication studio in the middle of Lexus IS Wax Edition’s with Madlib and Kaytranada to discover the creation and use of the technology.

Our music-led Pitchfork and tech-obsessed Wired brands teamed up with legendary DJ and MC Madlib and chart-topping artist and producer Kaytranada. This was the first known collaboration between the musical talents, who created a record from inside of the Lexus IS Wax edition, and not in a recording studio. This collaborative, new double single song was subsequently released as a limited Vinyl mix between the two artists. This process was documented as a part of a two-part video series with Pitchfork titled ‘Driven By Sound’. In addition to producing the two-part ‘Driven By Sound’ video series, Wired and Pitchfork produced 2x custom articles, 5x custom digital units, 6x dark social amplification posts, along with a layered organic social promotion aimed at amplifying the custom campaign in a true 360° approach, and raising increased awareness of the Lexus IS model.

We had a two-phased approach to the timeline shooting with talent and the vehicle mid production in December, and then capturing Madlib with the finished concept vehicle again in February. The second shoot had a very expedited turnaround in post as we were working with a March launch date.

The custom videos lived on Pitchfork’s video player and YouTube instream, with dark and organic social posts driving views. There was additional promotion of the content launch via a sponsored editorial article on Pitchfork. An accompanying native article launched on Wired that took a more focus look into the technology behind installing a turntable in a vehicle, and this had dark social promotion driving views to the page.

We targeted key audiences with a deep interest in and understanding of music and technology- tying back to Lexus main objectives and reaching a wider audience.

Longform video episode 1:

1,574,509 video views

61% average watch rate

2:43 min average time spent (Benchmark: 1:47 Min)

Longform Video Episode 2:

1,475,634 video views

58.1% average watch rate

3:04min average time spent ((Benchmark: 1:47 Min)

Dark Social Promoting Custom Videos:

517,679 views on social posts driving to longform

24.60% view through rate (benchmark 24.09%)

24.91% engagement rate (benchmark 24.10%)

2,104,284 total impressions across dark social posts driving to custom videos

Wired Custom Article

147,569 total page views

3:21 min average time spent (benchmark 1:47 min)

8,594,318 impressions across dark social driving to article