Team One Advertising plans to turn consumers into creatives with an interactive Lexus IS 300 contest and sweepstakes.
The IS 300 Sufficiently Radical Contest will invite consumers to visit www.lexus.com and create an actual TV commercial to air on ABC's mega-hit game show Who Wants to Be a Millionaire.
"Contests always attract a lot of people who may or may not be in your target but this takes them to the next step of engaging them," said Robin Pisz, national interactive marketing manager for Lexus, Torrance, Calif.
The promotion for the luxury car maker's first compact sport sedan will be announced today. Print and TV work launches later this month.
The winners of the contest and sweepstakes will be announced June 29 on Millionaire. Each will receive their own IS 300.
Paul Ratzky, director of interactive marketing at Team One, El Segundo, Calif., said the Web-based promotion will engage the viewer for 20 minutes on average--significantly longer than traditional print and TV.
The contest concept grew from the agency's market research, which indicated the IS 300 will appeal mostly to Net-savvy, upwardly mobile rebels 35-45 who seek an alternative to the BMW 3 Series.
The car is due to roll into showrooms in late June. K