Lexus wanted to charter new territory for the brand - progressive, digitally-savvy Gen X/Y customers, with a new, yet-to-be-produced hybrid called the CT 200h. Designed and priced for the younger generation, the CT would become Lexus’ gateway product. The challenges we faced included not having any physical cars, overcoming the perception gap (a typical Lexus buyer’s median age is 57), and of course entering a market already bombarded with brand messages. Lexus would gauge success by the total number of handraisers attracted, media attention and overall perception of the CT as reported by the press and in social spheres.

The campaign centerpiece was a Hollywood-styled interactive film entitled “Dark Ride,” giving viewers a uniquely digital in-car experience. The program was launched via rich, strategic PR, SM, CRM and media including a highly-focused GroupOn-like VIP influencer program with partnering luxe brands and social tie-ins to make the program that much more relevant to the target. The ‘Dark Ride’ program was crafted to hit our target market’s passion points (culture, ‘light’ green, music, tech, food etc), each which spurred positive editorial within the particular niche category media.

Result: big numbers, including the most handraisers for any Lexus model launch, ever.

Rather than traditional auto communications we mirrored the release of a Hollywood blockbuster film, first announcing Dark Ride and teasing the trailer at Lexus’ NY Auto Show events in April 2010. Concurrently, NYT and Variety were given exclusives to break the story to influencers, which was quickly followed by a push to automotive media and enthusiast communities. When the full 12.5’ film debuted the following month we went broadly to entertainment/lifestyle media and sustained the launch over subsequent weeks with customized pitches to tech, culture and green outlets, and via social channels. From May through the end of September 2010, we seeded Dark Ride VIP cards via hand-picked influencers and events in four markets. More than 60 partners gave talkworthy deals and exclusive products that enabled us to garner placements in localized/specialty/niche blogs. The corresponding email/CRM overlay built the database and communicated offers, invites and CT news.

- Exceeded goal of 11,000 handraisers with a total of 12,276.

- An unprecedented 3,477 requests for dealership information – the most in Lexus’ history so far from launch.

- Editorial response to the program positioned Lexus as an edgy hybrid lifestyle authority with a provocative, timely product. - Media impressions reached 95 million, generating accolades for Lexus as a brand and marketer in crucial lifestyle verticals and in automotive and marketing media. Key placements included: New York Times, Variety, Coolhunter, Wall Street Journal, Paper Magazine, Treehugger, and Automotive News.

- More than 200,000 views on DarkerSideOfGreen.com and YouTube.- 58 million interactions across multiple social channels including Facebook and Youtube, showcased the personality of the new Lexus and garnered a flurry of comments: “definitely kept my attention” and “Lexus, this is badass.”- 74,000 emails delivered, opened at an average rate of 31 percent (higher than the desired % rate) with a 4.8 percent click-through rate.