Lexus Running Series Targets Active Demographic
Lexus has a strong reputation as a producer of dependable luxury vehicles. When the brand recognized it was struggling to appeal to a younger demographic, however, it took to the streets—on foot. Targeting drivers under the age of 44 with annual household incomes over $100,000, the brand established the Lexus LaceUp Running Series to entice the active demographic.
The program provided runners at all skill levels with the opportunity to participate in four races in strategic locations around the Greater Los Angeles area. Each event featured a course for a 5K, 10K and half marathon. Upon registration, runners learned of event perks, including a finisher’s medal for participating, a complimentary TechTM tee, real-time results and a free photo posted online for their use.
During each event, Lexus hit the pavement with a variety of experiences to drive engagement on-site. An abundance of vehicle displays gave consumers access to the new Lexus IS and CT models. Additionally, attendees could preview the all-new Lexus RC and NX, which had yet to launch at dealerships.
With its sights set on celebrating running culture and offering participants a first-class experience, Lexus forged partnerships with other premium brands for the series. Equinox gym provided massages and stretch exercises for participating runners, Fiji Water kept them hydrated and Clif Bar kept them nourished. Upon crossing the finish line, runners were treated to a food truck brunch and free beer.
The LaceUp Series finished with a bang. Engagements on Instagram, specifically, reached more than 23,000, contributing to the campaign’s more than one million overall social impressions.