Lexus’ new March Madness contest aimed at GS F audience

Lexus is getting in on March Madness.

For the first time, the luxury brand has created a contest around the NCAA Men’s Division I Basketball Tournament to interact with potentially millions of fans online.

Once teams are selected for the tournament, Lexus will launch a contest on Yahoo inspired by the GS F sedan. The contest will have fans guess in each round which game will reach a combined 60 points the fastest. Fans can sign up for “GS F The Bracket” beginning on Selection Sunday — March 13. They can make picks for each round or join in at any point before April 4.

The prize? A luxury vacation.

The game, called “GS F The Bracket,” is just one piece of the Lexus tourney strategy. The brand will also be a presenting sponsor of Yahoo Sports’ Tourney Pick’em, where it’ll promote “GS F The Bracket” with display ads, deploy pre-roll video spots and run native ads targeting the GS F audience.

Lexus is hoping to reach young males in a venue that speaks to their interests, said Brian Bolain, the brand’s general manager of consumer and product marketing.

“The brand itself is exuding a younger image. We think it’s important that we continue to work toward that next generation of luxury buyers,” Bolain said in an interview. “We divide up our activities into loyalty plays and conquest plays. This falls into the conquest category. We want some people who don’t know Lexus well to know us a little bit better.”

Bolain said Lexus chose to focus on “60” to get people thinking about 0-to-60 mph acceleration. The GS F’s 0-to-60 time is 4.5 seconds, he says.

The sports-minded enthusiast, Bolain says, is a fairly affluent target.

“We’re in the midst of launching the car. It’s important that we build some awareness pretty fast with a wide array of people,” Bolain said. “With all the hype that goes behind the games in March, it seemed like a good opportunity to get the car in front of not just a lot of people, but in front of some of the right people.”

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