Lexus recently announced a social media campaign geared towards African-American consumers, featuring Universal Motown recording artist (and recent Harvard grad) Ryan Leslie. In keeping with its emphasis on social media, Lexus also used pitchengine along with traditional media sources to publicize the initiative:
…Lexus will debut its commercial for the launch of the newly redesigned GX. The commercial features Universal Motown recording artist Ryan Leslie, who has formed a strategic partnership with the luxury automaker. As an emerging artist armed with a Harvard undergraduate degree, Ryan Leslie embodies the style and sophistication of the Lexus brand…
In addition to the television commercial, the campaign will be accompanied by various digital components online including exclusive downloads and contests. This African American marketing program with Ryan Leslie represents a break from the traditional for Lexus, as the innovative use of social/digital media tools such as Twitter and Facebook will serve as the driving force behind the conversation.
As enterprise-level social media continues to grow, we fully expect to see similar types of innovative campaigns targeting various multicultural groups. You can take a first look at the Lexus commercial below:
