Activation: Lexus Targets Younger Demo With Virtual US Open - Event Marketer

Activation: Lexus Targets Younger Demo With Virtual US Open

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As part of its US Open sponsorship Lexus created a three-day virtual tennis tournament at New York City’s Rockefeller Center. Playing tennis on Nintendo’s Wii console participants vie to win the grand prize—a one-year lease on a Lexus IS F and tickets to the US Open finals.

Vince Salisbury event marketing manager for Lexus told Buzz that the Wii tie-in was part of the brand’s strategy to attract its target audience to check out the new Lexus IS F sedan. “The IS F is targeted to a younger demographic and we wanted to create an experience that they could relate to ” Salisbury said.

Consumers can check out the IS F and other Lexus vehicles on site. In addition pro tennis player and ESPN on-court analyst Luke Jensen and his brother and former doubles partner Murphy Jensen are on hand to instruct participants and provide commentary. There’s a cause tie-in as well: For each serve hit during the virtual tournament Lexus will donate $1 (up to $30 000) to the Andy Roddick Foundation for neglected abused and sick children. The tourney kicked off on Sept. 4 and wraps tomorrow.
 

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