DarkCasting Marketing
11-16-10, 06:37 AM
#1
Lead Lap
Thread Starter
DarkCasting Marketing
Introducing "Darkcasting." It's part test drive, part late night talk show, part real time feedback. Whatever it is, it's no 30-second spot for the new Lexus CT 200h, but an actual series hosted by actress and stand-up comedian Whitney Cummings that captures the (nearly) unfiltered conversations of influential personalities who take the new Lexus hybrid for a spin in their home cities--San Francisco, New York, Chicago, Miami, Los Angeles, and New Orleans. The net result is a series of conversational vignettes -- the kind that happen when influencers drive through storied neighborhoods and compare reference points and shared nostalgia. "Which neighborhood do you call home? How would you say the city's energy has shaped you?"
"With Darkcasting, we're providing a mobile studio from which an entertaining talk show takes place against a moving cityscape. It helps us see the car through the lens of creative people from a variety of professional fields," says Dave Nordstrom, Lexus vice president of marketing.
"The show features a group of real drivers, not just driving enthusiasts, who give their honest impressions of the car and what is most relevant for them -- maybe it's the 42 miles per gallon or maybe it's simply fun to drive."
Lexus anticipates that the talk show will, quite literally, jump start the conversation within the varied social networks of the influencers/drivers because of the context they provide. For example turntable master DJ Qbert and soul singing Goapale drive the CT across the Bay Bridge and discuss Oakland's music scene; Model and it-girl Harley Viera-Newton cruises past her favorite boutiques in the Lower East Side of Manhattan. These, and other drivers will showcase the car's relevance to potential customers, urban progressive consumers for whom the car was conceived.
"Darkcasting" is another program in the brand's multi-phased introduction of the CT, the newest gateway product to Lexus, through the creation of branded content. "Darkcasting" follows last summer's original short film "Dark Ride," which first teased consumers to engage with the CT while sitting shotgun in a thrilling, interactive online chase.
"If phase one of our campaign was 'engage,' phase two is about engrossing customers in conversation," says Nordstrom. "What we want to convey is that the CT is like no other luxury hybrid on the market. We're playing with ways to introduce the car -- challenging content formats and marketing platforms. It's fun for us as a brand because there is nothing else like it in our portfolio."
"Darkcasting," an episodic series shot in 6 cities, rolled out its 1st episode November 4th. The city "cast ensembles" include social media influencers, young entrepreneurs and movers and shakers from technology, fashion, media and entertainment. Drivers were sourced by the brand for their varied and topical career choices or influencer reach, along with their interest in taking a test drive.
Episodes can be found on the CT 200h's official "Darker Side of Green" portal and feature a bevy of car content, like a personalization studio that allows users to build out their own car and related campaign color like behind-the-scenes footage of the city drives and interviews that bring the viewer into the worlds of its driver personalities -- what did they think of the driving experience? What did they Tweet? Taking a page from film and television marketers, Lexus prompts consumers to "tune in" to "Darkcasting" episodes through robust entertainment and lifestyle media and marketing channels.
Getting customers engrossed in the conversation also means opening up active dialogue. The brand currently engages with its audience via Twitter (@Lexus) and Facebook (Facebook.com/lexus). The newly-relaunched http://www.darkersideofgreen.com/ site is managed by a dedicated editorial team and features a real time stream of Tweets, comments and social media integration (including Twitter, Facebook, and the location-based Foursquare, Gowalla and Facebook Places).
The all-new CT 200h premium compact hybrid will go on sale in the U.S. in early 2011 as the 1st dedicated hybrid vehicle in the premium compact arena of the near luxury segment. Expected to be the luxury leader in fuel economy with 42 MPG combined, the stylish, sporty 5-door also delivers a dynamic, fun-to-drive experience. The CT is powered by a 1.8L Atkinson cycle 4-cylinder gas engine with Variable Valve Timing with intelligence (VVT-i) and Lexus Hybrid Drive technology. Featuring Drive Mode Select, 4 drive modes including EV, which operates purely on electricity and is perfect for within-city jaunts, and Sport Mode, a 1st for any Lexus hybrid, offering the driver true personalization of the driving experience, the CT is a game-changer for Lexus' hybrid portfolio.
With its reputation for high-quality products and exemplary customer service from its 228 dealers, Lexus has been the top-selling luxury automaker in the U.S. for 10 years in a row. In addition, Lexus is the luxury hybrid leader, now offering 4 hybrids, and soon to be 5, when the CT is launched, that provide the best in innovative technology and 1st-class luxury. When Lexus was established in 1989, it offered 2 models of vehicles. Now, more than 20 years later, Lexus offers variations of 11 vehicles, from the entry-level IS 250 to its first V10 supercar, the LFA.
11-16-10, 04:44 PM
#2
Lexus Connoisseur
Here are a few of those spots:
Intro:
http://www.youtube.com/watch?v=GmXBwmRFFdE
San Francisco:
http://www.youtube.com/watch?v=ivfnR2en-yM
http://www.youtube.com/watch?v=YKq7nTj5vs4
New York:
http://www.youtube.com/watch?v=nMhR8NlLeJ0
http://www.youtube.com/watch?v=TInd76grGB0
Intro:
http://www.youtube.com/watch?v=GmXBwmRFFdE
San Francisco:
http://www.youtube.com/watch?v=ivfnR2en-yM
http://www.youtube.com/watch?v=YKq7nTj5vs4
New York:
http://www.youtube.com/watch?v=nMhR8NlLeJ0
http://www.youtube.com/watch?v=TInd76grGB0
12-16-10, 05:49 AM
#4
Lead Lap
Thread Starter
Xbox
TORRANCE, CA - December 15, 2010: In support of its all-new CT 200h hybrid, Lexus has forged its first partnership with Xbox 360® video game and entertainment system from Microsoft for the Xbox LIVE® online entertainment network "All-Nighter." On Saturday, December 18, Lexus will sponsor the all-night gaming marathon for "Halo: Reach," giving gamers the opportunity to download Lexus content and enter to win prizes for playing from dusk 'til dawn.
The "All-Nighter" custom sponsorship includes a branded destination experience within Xbox LIVE where gamers can access episodes of "Darkcasting," the 1st after dark in-car talk show, starring actress and comedian Whitney Cummings. The online show, which premiered November 4, features interviews from inside the CT with social media influencers, young entrepreneurs and movers and shakers from technology, fashion, media and entertainment.
Gamers can also register to win prizes by playing "Halo: Reach" against other players from across the country all night long. Every hour from 6:00 p.m. to 6:00 a.m. PT, eight players will each win 4,000 Microsoft Points, which can be used to purchase Arcade games, game add-ons, movie and music downloads, merchandise and more. With 4,000 Microsoft Points, gamers can download approximately 5 Arcade games, three new movie purchases or 50 Zune songs, for example. To enter, gamers need to download the free Lexus All-Nighter Gamer Picture and play "Halo: Reach." The longer they play "Halo: Reach," the greater their odds of winning.
"We're looking to stimulate conversation with a new customer for Lexus, for whom gaming is highly engaging and very social," said Dave Nordstrom, Lexus vice president of marketing. "This partnership allows us to be a part of the Xbox community for the first time and give a little something back to gamers just for doing what they do best."
The "All-Nighter" sponsorship is the latest in the multi-phased introduction of the CT 200h, a luxury hybrid like no other on the market and the new gateway into the Lexus brand. The "Darker Side of Green" campaign for the CT re-casts the hybrid as anything but flowers and sunshine through a variety of innovative entertainment, social media and emerging technology programs.
"As the Xbox LIVE audience grows and broadens, we continue to create innovative ways for advertisers to extend their reach and deeply engage with consumers," said Mark Kroese, General Manager of Microsoft's IEB Advertising Business Group. "Our partnership with Lexus is an example of both companies bringing the right message to the right audience at the right time."
The stylish, sporty 5-door CT 200h will deliver a dynamic, fun-to-drive experience when it goes on sale in the U.S. in early March 2011. As Lexus' fifth hybrid vehicle, the CT 200h will have the luxury industry's best combined EPA-estimated fuel economy with 42 mpg. The CT is powered by a 1.8-liter Atkinson cycle 4-cylinder gas engine with Variable Valve Timing with intelligence (VVT-i) and Lexus Hybrid Drive technology. The CT 200h features four drive modes: Sport, when the driver wants a more dynamic experience, or Normal, Eco, or EV to satisfy more typical day-to-day driving needs. The CT 200h can operate in EV mode for up to one mile driving under electric motor power alone in certain conditions. In addition, Sport mode provides less intrusive operation of the Vehicle Stability Control (VSC) and Traction Control (TRAC) systems, allowing drivers to fully exploit the full hybrid's extended dynamic abilities while throttle settings are modified to give a faster response to driver inputs. The CT will have a base MSRP of $29,120.
To learn more about "Darkcasting," visit www.darkersideofgreen.com/darkcasting. For more details on the Lexus "All-Nighter" contest, including complete rules and eligibility, please visit www.xbox.com/lexusall-nightersweeps.
03-02-11, 08:42 PM
#5
Lead Lap
Thread Starter
Update
TORRANCE, Calif. (Mar. 2, 2011) /PRNewswire/ — With the arrival of the all-new CT 200h premium hybrid compact in showrooms later this month, Lexus introduces a vehicle that breaks the mold of conventional hybrids. It delivers what many thought was impossible—a hybrid with sporty, sexy styling, dynamic handling, best in class mileage and all the luxury of a Lexus.
To launch the CT, Lexus is embarking on 1 of the largest marketing campaigns in the brand’s history. The multi-faceted campaign, which broke on March 1, features pioneering computer-generated (CG) creative and unconventional media executions.
“This campaign had to convey the CT’s uncompromising personality and reach both current Lexus owners and new consumers through bold and engaging initiatives that hit their passion points,” said Dave Nordstrom, vice president of marketing for Lexus. “The result is a campaign that reflects the car itself – it’s energetic, passionate and very dynamic.”
Escape. Challenge. Forge. Details.
The broadcast campaign includes 4 television commercials that demonstrate the “darker side of green” of the CT, a hybrid with aggressive styling and dynamic handling. 3 of the spots make use of photo-real computer generated images with only the interior shots being live action.
The 1st spot, “Escape,” expresses the desire to free yourself from the confines of someone else’s reality. In a starkly black and white graphic world, a Matador Red CT races through the streets in a hyperkinetic chase scene, intercut with images of the vehicle’s interior. The spot culminates as the CT approaches a brick wall on a dead end street. Instead of slowing down, the driver speeds up and smashes through the wall into a world of color. The voiceover reads, “Escape convention. Escape definition. Escape compromise… Welcome to the darker side of green.”
The 2nd commercial, “Challenge,” lets the viewer discover that reality is what you make of it. The spot takes place in a surreal urban environment. The roads, sidewalks and buildings subtly shift perspective, as the CT aggressively maneuvers through the scene. As the roads shift, the CT navigates the changing terrain as it races to the escape route.
Spot number 3, “Forge,” was originally created for the African American market, but will also run in general rotation. In this ad, Lexus took a different approach to showcasing the vehicle. A squadron of CTs is seen forging its own road, traveling toward a wall of skyscrapers. Roads open and obstacles vanish as the CTs gain full access to what seems like an impenetrable city. Actor and best-selling author Hill Harper appears in the spot and provides the voiceover—declaring the CT is, “Just what you need to forge your own path.”
“Details,” the final spot, showcases the performance handling, luxurious interior, sleek styling and 42 mile-per gallon fuel efficiency of the CT. Featuring a glowing red CT as it nimbly handles the curves of the road in a vibrant night time cityscape, this spot was developed in both Spanish and English and will run in select areas.
New Car, New Media Executions
The CT is unlike any vehicle Lexus has ever launched. The marketing campaign’s media extensions were designed to follow suit.
In addition to traditional elements, Lexus has entered into several unique partnerships, including an alignment with YouTube to sponsor “Girl Walks Into a Bar,” the world’s 1st feature film developed exclusively for online distribution. The automaker has also joined forces with Microsoft to develop a custom branded entertainment series entitled, “Fresh Perspectives.” The documentary style series features 6 artists, each commissioned to create 3 original pieces of work within 24 hours and inspired by the themes of Enrich, Escape and Empower.
The campaign also includes sole sponsorship of USA Network's Characters Film Series, premier sponsor of the MOG @ SXSW 2011 event, and a Lexus X Monocle custom CT keepsake insert.
To reach tech savvy customers, Lexus is utilizing the iPad to extend high profile sponsorships across digital, print and broadcast partners. Partnerships include exclusive launch sponsorship of Gear Patrol and IndustryAndCollective.com, ABC full episode player, Interview April Issue, Wired May issue and ESPN The Magazine. In addition to iPad sponsorships, Lexus has secured syndication rights with key media partners such as Vogue, Complex, MSN, USA Network, Current TV, Rolling Stone and Urban Daddy, which will allow Lexus to feature co-branded and publisher produced content on the dedicated CT iPad application.
Lexus will run print ads within publications such as Monocle, Wired, Details, Rolling Stone, Interview, Fader and Flaunt. Some of the ads will provide opportunities for readers to download exclusive music by some of the most cutting-edge DJs and music producers. There will also be out-of-home perm boards in 11 markets and eco-friendly custom outdoor murals in 5 urban markets, in addition to homepage takeovers on ESPN, Urban Daddy, Pandora and Daily Beast. Lexus will also deploy social media strategies in support of several of the campaign extensions.
The broadcast commercials began airing on March 1 during prime, late night, cable and sports, with Lexus airing in animation on FOX for the first time ever. Additionally, the commercials will run during NCAA Basketball, NHL Hockey and the NFL Draft pre-show, as well as on full episode players on Hulu, NBC, CBS, FOX and ABC. The spots can also be viewed on www.YouTube.com/lexusvehicles.
About Lexus
Lexus is the leading luxury automaker in the United States. With its reputation for high-quality products and exemplary customer service from its 229 dealers, Lexus has been the top-selling luxury automaker for eleven years in a row. In addition, Lexus is the luxury hybrid leader, offering 5 hybrids that provide the best in innovative technology and first-class luxury. When Lexus was established in 1989, it offered 2 models of vehicles. Now, more than 20 years later, Lexus offers variations of 10 vehicles, from the sporty CT 200h hybrid to the V10 supercar, the LFA.
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flipside909
CT 200h Model (2011-2017)
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04-21-10 12:43 PM
advertising, cars, ct200h, darkcasting, drive, efficiency, fuel, hybrid, influencer, lexus, marketing, neighborhood, program, results, test
