TORRANCE, Calif. (December 15, 2010) – In support of its all-new CT 200h hybrid, Lexus has forged its first partnership with Xbox 360® video game and entertainment system from Microsoft for the Xbox LIVE® online entertainment network “All-Nighter.” On Saturday, December 18, Lexus will sponsor the all-night gaming marathon for “Halo: Reach,” giving gamers the opportunity to download Lexus content and enter to win prizes for playing from dusk ‘til dawn.
The “All-Nighter” custom sponsorship includes a branded destination experience within Xbox LIVE where gamers can access episodes of “Darkcasting,” the first after dark incar talk show, starring actress and comedian Whitney Cummings. The online show, which premiered November 4, features interviews from inside the CT with social media influencers, young entrepreneurs and movers and shakers from technology, fashion, media and entertainment.
“We’re looking to stimulate conversation with a new customer for Lexus, for whom gaming is highly engaging and very social,” said Dave Nordstrom, Lexus vice president of marketing. “This partnership allows us to be a part of the Xbox community for the first time and give a little something back to gamers just for doing what they do best.”
The “All-Nighter” sponsorship is the latest in the multi-phased introduction of the CT 200h, a luxury hybrid like no other on the market and the new gateway into the Lexus brand.
The “Darker Side of Green” campaign for the CT re-casts the hybrid as anything but flowers and sunshine through a variety of innovative entertainment, social media and emerging technology programs.
“As the Xbox LIVE audience grows and broadens, we continue to create innovative ways for advertisers to extend their reach and deeply engage with consumers,” said Mark Kroese, General Manager of Microsoft’s IEB Advertising Business Group. “Our partnership with Lexus is an example of both companies bringing the right message to the right audience at the right time.”