Lexus has launched its official partnership of the Sports Illustrated Swimsuit with an integrative campaign. Called TORI 500, it is showcasing an actual racetrack the automaker created in the shape of model Tori Praver’s body. 
Photo: Lexus TORI 500 ad, clickable

The campaign is driving attention of males to the all-new Lexus 2013 GS sport sedan in a variety of ways.  The sedan has already been touted in the Super Bowl with a spot.

Lexus has launched an iOS app Supermodeled. This is a camera app allowing people to place the swimsuit model into their own photos with the click of a button.

To dive deep into the most interesting behind-the-scenes life, people can watch the video featuring two of the world’s best professional drivers, race car driver Scott Pruett and stunt driver Greg Tracy, compete on the TORI 500 track. To watch it, fans should visit Lexus web site or YouTube.

Additionally, there was a four-page spread in the February 14 Sports Illustrated Swimsuit issue and custom tablet integrations featured on iPad, Samsung Galaxy, Xoom and Nook.

Lexus also participates in the marquee New York launch event and SI’s two Las Vegas events, SI Swimsuit On Location and Club SI Swimsuit. The automaker also sponsors the first-ever, two-day Beauties & Beats Music Festival, happening at The Cosmopolitan of Las Vegas, February 15—16.

“What better way to help introduce the bold new face of Lexus—the all-new GS—than with a bold new campaign featuring a Sports Illustrated Swimsuit model?” said Brian Smith, Lexus vice president of marketing. “With the new GS, there’s no going back for Lexus. Instead of just looking at the pictures, consumers can share in the fun through our many campaign components, including having Tori appear in their own photos.”

Ford uses the similar way to advertise its new Mustang in the SI with its own swimsuit tease from a model Dalena Henriques, says Creativity Online.