Lexus Courts Gamers with Xbox "All-Nighter"
In support of its new CT 200h hybrid, Lexus has forged a partnership with Microsoft to sponsor the Xbox LIVE online entertainment network "All-Nighter." This Saturday, Lexus will sponsor the all-night gaming marathon for "Halo: Reach," giving gamers the opportunity to download Lexus content and enter to win prizes.
The "All-Nighter" custom sponsorship includes a branded destination experience within Xbox LIVE where gamers can access episodes of "Darkcasting," the first after dark in-car talk show. The online show, which premiered November 4, features interviews with social media influencers, young entrepreneurs and movers and shakers from technology, fashion, media and entertainment.
Gamers can also register to win prizes by playing "Halo: Reach" against other players from across the country throughout the night.
"We're looking to stimulate conversation with a new customer for Lexus, for whom gaming is highly engaging and very social," said Dave Nordstrom, Lexus vice president of marketing. "This partnership allows us to be a part of the Xbox community for the first time and give a little something back to gamers just for doing what they do best."
The "All-Nighter" sponsorship is the latest in the multi-phased introduction of the CT 200h described as "the new gateway into the Lexus brand." The "Darker Side of Green" campaign for the CT is intended to position the hybrid as "anything but flowers and sunshine through a variety of innovative entertainment, social media and emerging technology programs."
"As the Xbox LIVE audience grows and broadens, we continue to create innovative ways for advertisers to extend their reach and deeply engage with consumers," said Mark Kroese, General Manager of Microsoft's IEB Advertising Business Group. "Our partnership with Lexus is an example of both companies bringing the right message to the right audience at the right time."
The brand has launched a special microsite for the Lexus "All-Nighter" contest, which can be seen at xbox.com/lexusall-nightersweeps.