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Today (Friday) Lexus debuts “Dark Ride,” a high-definition interactive film that promotes its new luxury compact hybrid, the CT 200h.
“Dark Ride” combines film and gaming, and creates a virtual test drive where the consumer guides the film’s driver through a series of adventures. Rather than touting fuel efficiency, Lexus is positioning the CT 200h as a car with edginess and attitude. The strategy is meant to target younger, more tech savvy consumers.
“This car is a new entry point, it lets us talk to a new consumer and that gives us permission to speak differently,” said Brian Bolain, national marketing strategy manager for Lexus.
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