Presented by : Ronya Al Salem

Mission• Without having their car to showcase, Lexus mission to

was to create a virtual personal experience to engage consumers.

• To target a new audience for Lexus

• To make the car look sporty.

• To take advantage of social • media in attempts to have • a successful interactive• experience.

• Lexus plays out a test drive film, where the consumer interacts with Tony to avoid trouble.

• Gang trying to steal your Lexus CT 200h. • 12 minute experience- can upload picture

though Facebook, and use your microphone to recorded phrases. You can also control where you look .

Social Media

• Facebook- In the experience the consumer can control the camera, and which music to play. They even let the player make their own decisions to keep the adventure going.

44+ million site visits

Achievement

• 44+ million site visits, Skinny – digital agency- won FWA 2010 Peoples choice award.

• Lexus also achieved their accomplishment of putting Lexus in the hearts of young people.

Public RelationsIs a prime tool for Lexus Dark Ride

campaign.