“The LC 500 sounds better than a BMW” -Jalopnik

It’s true.

The LC 500’s exhaust note sounds absolutely ferocious.

So, we created a thrilling 9.1. surround-sound experience that fully leveraged this product truth in an effort to get enthusiasts to think differently about Lexus performance.

The Immersive Sonic Challenge produced a hyperreal simulation of the LC ripping along a test track. Its exhaust note roaring throughout the 11-speaker sound booth.

But because participants only heard the car and never saw it, they had no idea as to its identity.

So, once the experience ended, we challenged participants to try to guess the car at tablet-powered guessing stations.

After choosing from a list of performance car candidates – Maserati, Lamborghini, BMW – we revealed it was an LC through a short video.

And for an overwhelming majority, Lexus came as a complete surprise.

Leaving thousands of minds blown.

Eardrums busted.

And perceptions shattered.

Step one was to capture a high-definition, 360-degree ambisonic recording of the Lexus LC’s exhaust note as the coupe whipped around a track.

We then fully customized the trailer. First, we crammed it with nine high-powered speakers, two subwoofers, and an amplifier – all provided by Mark Levinson®, the same premium audio brand featured in Lexus models. Then we applied studio-quality acoustic treatments for heightened clarity, a custom computer workstation, cooling system, and tons of custom fabrication.

Next, we created the 9.1 mix. Because we utilized ambisonic recording technology, we achieved an extraordinary level of spatial precision. So, when the LC did a donut, it truly felt like it was whipping around your head.

While all this was happening, our dev team coded the tablet guessing stations where participants would guess the car after the experience.

And the timeline was as fast as the LC: We completed everything in a month.

The Immersive Sonic Challenge thrilled thousands of SEMA attendees during its short, three-day stint. Making it one of SEMA’s most engaged brand experiences.

The experience also generated 3,762,115 social-media impressions. Including 25,000 likes, 220 comments and 77,000 video views. While an online version of the experience generated 6,978 sessions with 5,127 users.

And the experience was covered by a host of top-tier influencers and enthusiast press, including Lexus Enthusiast, Freshness, Fatlace, The Awesomer and 95 Octane.