Marketing for the 2011 Lexus IS sedan is being put into heavy rotation on the automaker's Facebook page, YouTube and even it own "Lexus Precision Station" on Pandora.
The center-point for the campaign is a TV spot in which the car triggers a series of drum riffs--a theme that carries through to the online music channel where users can use percussion and tempo likes to set up a new station.
But that's not all. The effort also includes display ads on Style.com, NFL.com and other sites.
Oh, and if that wasn't enough, the IS sedan gets featured on Yahoo's "Sportacular" iPad app via custom ad units, where by tilting the iPad, the user can engage with various frames of the car as it is driving and will see performance measurements--they're calling it an "accelerometer."
But wait, there's more to this launch campaign. Lexus is partnering with CNET, Wired magazine, and Style.com on Twitter. Every Thursday this month those three media companies will host a contest to give away one prize to Twitter followers. The plan is for Twitter users who re-tweet about the contests (and include the #Lexus hash-tag) to be entered to win.