Photographer Daniel Thomas Smith interpreted the art and science of the visual technologies found on the Lexus LS: infrared sensors, millimeter-wave radar and stereoscopic cameras. WIRED readers were served a long-form video and custom page that provided insight into the photographic techniques used to achieve the images and GIFs. Wired and Yahoo promoted posts were used to maximize reach.

The Lexus LS images leveraged the top interests of the Tumblr community (fashion, art, GIFs) and reached active curators using hashtags #fashion, #style, #design, #innovation and #technology, to make the images discoverable to new audiences more interested in art than autos.

The campaign achieved its goal of engaging a new audience to open its eyes to the Lexus LS visionary technologies.

• Increased Lexus Tumblr followers by 33% within 18 days.

• The Tumblr community responded enthusiastically with over 46,000 “likes” and reblogs.

• Sponsored posts exceeded Yahoo engagement rate benchmarks by as much as 400%.

• The Lexus LS increased share of intentions within the Mid-Prestige Luxury segment, ousting Audi to occupy the top position within the segment in October 2014.