Lexus: New technology and new ideas. (Topic 2)


Lexus is all about luxury and new ideas. As they were looking at the new year, and how they could get their new car line "in front of the masses," they took a leap into new technology. Lexus teamed up with a company called VNTANA, which makes hologram programs. The next step was to decide how, and where to reach their target audience. The company chose sporting venues, such as Staples Center and Madison Square Garden to launch their new program. Spectators would step into a booth, and were able to customize their vehicle and themselves on the scene in front of them. To add to the experience, Lexus created a holographic basketball game to really tap into the desires of their audience. In the end, Lexus announced that their campaign was successful at increasing "dealership traffic."

The key of this article and campaign, was that you have to give people a reason to remember your name. Just sponsoring a game, and getting a really big sign is not enough these days. Lexus worked with new technology so that their name, and their product could be remembered. They didn't create a experience just pushing their product, by creating a basketball game they stepped outside their own realm and into that of their customers.

Lexus official website here.

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