The final execution was a one-day campaign entitled “Get Up Close with Lexus,” through which we responded to 20 user’s requests (1 ever 30 minutes) for views of the new RC directly on Twitter with a Vine video showing their request. Videos were also collected on a web-based campaign page. All content was created and distributed within a single day with minimal staff and thus minimal resources needed from both Lexus offices and staff at the motor show. Significant follow-up has focused on the media, increasing the spread and boosting recognition of Lexus as an innovative automaker.

For the activation period the #LexusInTokyo hashtag actually became more popular than the Tokyo Motor Show hashtag. The Twitter account received an increase of 32% in new followers during Tokyo Motor Show week, while the engagement rate was 3 times higher than usual. The campaign received 2 million impressions during that same period as well as favorable and valuable coverage in high-traffic publications such as Mashable, Click-Z, Campaign Asia and Luxury Daily due to its innovative approach.

It’s now featured on Twitter.com as a best practice brand case study using Twitter and Vine to showcase products to consumers online.