David Blecken
Oct 24, 2014

Lexus offers VIP content preview via Twitter in luxury brand first

GLOBAL – Lexus has partnered with Twitter to provide an exclusive early screening of two short films to its followers on the platform.

Followers will receive a VIP preview on 26 October
Followers will receive a VIP preview on 26 October

The luxury car brand worked with Saatchi & Saatchi Fallon Tokyo for digital activation of short films by the Weinstein Company, the production of which it supported. The films, Market Hours and Operation Barn Owl, are by up-and-coming directors and explore the theme ‘Life is amazing’.

Through the initiative, entitled Siver Screen Access, Lexus’s @LexusInt Twitter account will be locked for 24 hours on 26 October. Followers will receive an early access private link to watch the movies ahead of their official release the following day.

Antoine Malin, social manager at the Saatchi & Saatchi Fallon, said that this was the first time a luxury brand had used Twitter in such a way. He explained that the idea was inspired by Hollywood VIP pre-release movie screenings.

“We wanted to recreate the offline experience online and give a VIP invitation to [Lexus] followers to say ‘thank you’,” Malin said. Lexus first announced its Silver Screen Access campaign with a tweet on 17 October.

Lexus has worked with Twitter on other occasions, for its #LexusInTokyo and #LexusInBeijing campaigns. “With their advanced targeting tools, Twitter is the natural platform for Lexus to build and sustain conversations around Lexus Short Films in both their current follower base as well as new audiences,” Malin said. 

 

Here are the trailers for the two films:

 

 

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