Part of the 2017 IS Minor Launch campaign, the Sriracha IS and the LIT IS were instrumental in marketing Lexus to millennials. This LED-covered car launched with good fan fare, then caught fire a week later. It trended on YouTube for 48 and was on news channels across the globe. The Discovery Channel even included it in a show.
This beautiful car has a three minute, artistic loop it can run. It also has a data viz mode that visualizes music in real time. It also uses a Kinect to detect and react to human movement.
This car helped us tout the Lexus IS's design to millennials around the world. Not only did we make a launch video for this car, but we did something never done before. We partnered with Vevo to make a music video, featuring rising singer Dua Lipa and superstar Ansel Elgort.
The car and videos, much like its counterpart the Sriracha IS, earned millions of views and earned media impressions.
Signals: The Lexus LIT IS Reveal
Dua Lipa - Be The One (Official Video)
To launch the car, we worked with Vevo and rising star Dua Lipa to make a music video for her single Be The One.