Sophie Chen
Nov 20, 2013

Lexus uses Twitter and Vine to sneak peek new coupe and concept cars

TOKYO - Lexus International plans to reveal its latest models through Twitter and Vine by responding to one a tweet at a time in the run up to the 2013 Tokyo Motor Show.

Twitter and Vine reflect how consumers behave online
Twitter and Vine reflect how consumers behave online

Saatchi & Saatchi Fallon Tokyo created the new campaign, 'Up-Close with Twitter + Vine' to unveil the Lexus RC sport coupe and the Lexus LF-NX turbo compact crossover SUV concept tomorrow—before the show opens to the public.

Antoine Malin, interactive planner at Saatchi & Saatchi Fallon Tokyo, told Campaign Asia-Pacific that the project’s goal is to bring an offline experience to an online audience in a premium and unique way. Most Lexus fans will not be able to attend the Tokyo Motor Show, and this social media striptease of fenders, lights and other automotive anatomy lets the car company show off without showing too much before the official launch.

Lexus invites fans to tweet particular details of the two cars they want to see from 9 am until 7 pm tomorrow. The brand plans to reply to two selected tweets per hour with a six-second Vine video showcasing the requested details.

The Vine videos will also be available on a special Tokyo Motor Show page on the Lexus International website.

“The average consumer’s attention span is decreasing," Malin said. "The format of a 140-character Tweet combined with a six-second Vine video has the power to showcase products online in a short and engaging way. It’s all about capturing the attention in the ‘mocial’ [combination of mobile and social] era. This campaign is heavily mobile-focused to engage with the fans in the format that they actually engage with.”

 

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