Lexus on Fire

Lexus is one of many car brands searching for new ways to create interest in its models. With the automobile industry definitely at the maturity stage in its product life cycle, the market is absolutely saturated and any amount of market share is fought over fiercely. Wanting to position the brand as a performance one rather than simply luxury vehicles seems to be the focus for Lexus, particularly before rolling out some supped-up models. What is really cool are all the ways that Lexus is planning on promoting it with the goal, as far as I can gather, of making the brand popular among a younger audience as a performance import.

A virtual opportunity to drive the Lexus was the discussion of a Marketing Daily article, describing how the brand decided to work with Atari to get into that company's "Test Drive Unlimited" game. Owners of the game and an Xbox 360 will be able to download a free "Lexus Car Pack" that enables them to drive 5 models and then new models as they come out. In the game there is a Lexus dealership where the gamer can exchange the points they win in game for a new car. With a huge amount of people owning an Xbox and keeping hooked to the Internet for continual updates, this marketing endeavor is amazing opportunity to reach large percentage of the younger demographic. Atari will be promoting the Lexus addition to the game through online ads resembling previews, and also in the game they will be sponsoring Lexus races. Lexus in real life will be participating in more performance oriented car shows.

Another interesting marketing effort from Lexus: an online serial novel. Lexus enlisted the help of L.A. author Mark Haskell Smith to write the novel that I learned about on Random Culture . "Black Sapphire Pearl" is available online and off of the Lexus Online Magazine; a very interesting approach, perhaps livening up their magazine. I read a little bit of it and I'm not sure if it is something I would read or get hooked on, but maybe an older audience member or Lexus enthusiast would be caught by it. Still, very cool and different way of associating a brand with a particular lifestyle/adventure.

Podcasting is another avenue Lexus has been exploring to reach the "younger, hipper consumer." Based on information from Flytip, Lexus signed a deal at one point with a California public radio station to advertise on podcasts for 26 weeks. I could not determine if this campaign was successful or something Lexus continues to pursue, but it is still another way in which Lexus has been committed to finding different ways to reach consumers. Podcasting is actually a popular method of auto advertising, with Audi on that scene as well.

Way to go Lexus, it will be fun to read about the success of the "Lexus Car Pack."