Today Lexus debuted the 2010 Lexus IS C convertible hardtop, a high anticipated brand extension to the IS line. To launch the sweet new ride, the company is kicking off an integrated marketing campaign to reach consumers looking for thrills.
As the rest of the industry ponders their respective fates, Lexus has decided not to take a back seat, rocketing forward with both a car and campaign that are meant to reveal it's "dynamic and playful side."
"For the launch of the long-awaited IS C, we created a new advertising campaign that allows us to showcase the vehicle's unique personality and give consumers a glimpse of the adrenaline rush the IS C delivers."
The campaign is based on three broadcast spots and one full-line spot, print advertising, interactive, out-of-home, digital, and sponsored events. The tag for the campaign is "Live a little, a lot." Each spot shows the excitement of driving the new care, fast and hugging every curve. The interactive partnership is extensive, including ABC.com and YouTube.com, making Lexus the first sponsor of ABC's short-form video channel. Other online elements include: UrbanDaddy.com, which offers the first iPhone app from both Lexus and Urban Daddy. Lexus is also partnering with Brash Media to partner a Road Trip "Guys Getaway" editorial. The new IS C is being touted as the ultimate vehicle for men looking to get away.
For additional information, visit Lexus.com.