Lexus has selected MediaBrix, which describes itself as: “the only end-to-end, in-app social and mobile advertising solution for Fortune 500 marketers” for an immersive social and mobile advertising campaign to launch the 2013 Lexus ES and first-ever ES Hybrid.
MediaBrix says the cross-platform mobile and social campaign will harness the power of immersive and interactive advertising as a way to appeal to the Lexus ES core demographic, which is drivers with a younger mindset, aged 45 and under.
Lexus will be the first automotive company to partner with MediaBrix to fully integrate and interactive advertising within Draw Something, the popular mobile social game from Zynga.
Lexus will also be the first automotive company to feature brand-specific colour schemes and elements in Draw Something. As part of the cross-platform campaign, many of the drawings created on the mobile app will be uploaded onto the Draw Something Facebook page where users will also have a chance to be featured as the ‘Lexus Stunning Doodle of the Day’.
The campaign is powered by MediaBrix’s SocialFusion and SocialFlex products. Through SocialFusion, the Lexus brand becomes an integral part of the gameplay, through a custom colour palette and word pack, which is designed to inspire positive brand recognition and association among the Draw Something player base.
The campaign also includes MediaBrix’s SocialFlex solution, which offers Lexus a way to expand the brand experience through high-impact video advertising featuring the Lexus ES. SocialFlex was developed specifically with a non-disruptive user experience in mind and is delivered during natural breaks in apps and games across social and mobile platforms.