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Automotive Intelligence News

News of  May 02, 2000


 


Lexus Announces Web Contest for New IS 300 Sport Sedan: Web Site Boasts First-of-Its-Kind Online Commercial Production
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TORRANCE, Calif. - Web surfers will have a unique opportunity to create their own commercial for the all-new Lexus IS 300 high-performance sport sedan when Lexus unleashes the IS 300 Sufficiently Radical Contest on the Internet May 8. The interactive, Web-based, commercial production contest will be the first of its kind, and Internet users will have two chances to win a new IS 300.

The contest Web site will host an Edit Bay and creative platform through which entrants can design, produce and submit a 30-second commercial for the new IS 300. Visitors may later cast a vote for the advertisement they think Lexus will select as the best, which will automatically enter them into a random drawing sweepstakes. Winners of the commercial contest and sweepstakes will be announced during ABC's "Who Wants To Be A Millionaire" national television show, June 29, and each will receive a new Lexus IS 300 sport sedan.

The contest Web site launch will coincide with the release of the Lexus IS 300 Web site, both accessible through lexus.com .

"As this sport sedan buyer will likely be the most Internet-literate customer Lexus has ever attracted, the Web is the most obvious place to promote the IS 300," commented Robin Pisz, Lexus national interactive marketing manager. "The IS 300 Sufficiently Radical Contest will entice the technically skilled and multimedia savvy to display their creative skills while also generating excitement and high visibility for the launch of the IS 300."

Web site visitors who want to try their virtual hand at commercial production may do so beginning May 8 with entries accepted through May 26. The online Edit Bay will provide contestants with more than 100 elements of multimedia such as IS 300 running footage and photography, stock photography and video, transition effects, and sound tracks. Creators can use these assets and the Web site's tools to crop, paste, modify, assemble and produce a 30-second commercial.

A "creative brief" is outlined in the introduction providing the criteria that will be used to judge commercial entries. The evaluation will be based equally upon overall impact of the spot, how well the commercial communicates the key message, connection with target audience, creativity and originality. Entries will be judged by marketing professionals.

Internet surfers who prefer to critique entries rather than create them can log their vote for the commercial they think will win. By registering a vote between June 5 and June 21, participants will also be entered into the sweepstakes drawing for an IS 300.

To enter the IS 300 Sufficiently Radical Contest, visitors should point their browsers to http://www.lexus.com and click on the contest graphic. Contest rules and regulations are also available through the Web site.

  • May 8 - May 26: Lexus IS 300 Sufficiently Radical Contest Web site launches and entries are accepted
  • June 5 - June 21: Visitors may cast prediction vote and enter Sweepstakes
  • June 29: National television announcement of the contest winner for the best IS 300 commercial and the random sweepstakes winner

(May 1, 2000)

 

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