THE ASK: Create early advocacy and generate pre-launch interest in the world’s first premium luxury compact hybrid, the Lexus CT 200h.

THE ANSWER: Connect consumers to the CT 200h through a convergence of live experiences, intercept marketing, and social media.

Participants experienced the action and allure of Lexus After Dark through pop-up sneak previews, early-access test drives, interactive demos with vehicle specialists, daily drawings for Lexus luxe loot, and high-profile premiere parties at contemporary nightclubs, where celebrity eco-activist Adrian Grenier and his band played to sold-out crowds.

Guests uploaded real-time photos and comments on specially installed iPads inside Lexus vehicles.

THE OUTCOME: Lexus After Dark events created social media buzz as user-generated content went viral via Facebook and Twitter. Lexus dealerships received significant spikes in CT 200h inquiries and foot traffic.