Unique brand interactions for Lexus

Developing VIP experiences that appeal to intrinsic motivations

As a consultant, Lexus approached my firm to develop a unique customer acquisition campaign for the launch of their flagship automobile – the LS 460. I developed the strategy of creating personalized URLs that delivered a unique digital interaction for customers interested in VIP experiences, featuring original video content outlining the car’s features, integration of 3rd party blogger content and downloadable podcasts outlining how to use the car’s advanced features. Results, in terms of customer visits to the PURL and dealer test drives, were 3x over planned response. PURLs were subsequently used in other vehicle launches by Toyota and Lexus.

I wrote about this campaign on iMedia Connection.