To promote the new 2014 Lexus IS sport sedan, the brand is rolling out an interactive microsite “The Amazing Mix” that enables users to play with the content and create short custom videos using a keyboard. Visitors to the site (U.S. 18+ residents) who submit their unique compilations of sound and visual effects, have a chance to win prizes from Lexus.
digital
Toyota USA previews a new social shopping app, Toyota Collaborator, that will allow potential buyers of the cars to learn more about the vehicles, customize them without visiting a dealership and even go on a virtual test-drive with friends online. The application, which was developed by Saatchi & Saatchi LA in collaboration with Google and Joystick Interactive, was introduced as a prototype at the Google I/O event.
Commemorating its 150th anniversary, Perrier is launching a global digital campaign that invites fans to participate in the brand’s ‘Secret Society’ party in Paris and virtually live someone else’s live for a while. The website Perrier Secret Place, developed by Ogilvy & Mather Paris, helps unlock an unparallel, super-natural 360° gaming experience that resembles the style of the previous Perrier’s campaigns, such as Dita von Teese’s gothic mansion and Le Club Perrier.
MINI introduces a new element to its “Design with Bite” campaign for the Paceman car, started back in January 2013. Now, the brand invites its global fan community to embark on an epic urban ride through a night city on the dedicated website. The users face various challenges during the online “Discover Your Inner Paceman” journey behind the wheel of the virtual blue MINI Paceman. In the end, MINI defines the inner personality of the user based the choices that were made throughout the ride.
The BMW Guggenheim Lab, the German automaker’s mobile laboratory that has moved across the biggest cities since 2011 to addresses the problems of urban living, is now exploring the theme of privacy in a big city through a new interactive experience “Public/Private.” The global audience is invited to measure the level of privacy they want and get in their metropolitan areas, build a visual graph based on their choices and then compare it with the results of other users.
Lipton has tapped American actress Kat Dennings for a series of online ads highlighting the black tea’s recharging power in a light-hearted humorous way. The new ‘Brighten Your Day with Lipton Tea’ spots sync with the brand’s campaign “Drink Positive” launched in the country earlier this year to promote the brand’s iconic black tea to young adults.