Lexus Powers Up with Xbox LIVE for All-Night Gaming Event
TORRANCE, Calif. (December 15, 2010) – Lexus has teamed up with Xbox 360® for the first time to promote its all-new CT 200h hybrid. As part of this bold campaign, Lexus will sponsor the upcoming Xbox LIVE® “All-Nighter,” a special online gaming marathon on Saturday, December 18.
During the event, “Halo: Reach” players can join in the all-night competition. Even better, participants can download exclusive Lexus content and enter to win prizes—just by playing from dusk until dawn.
A Strategic Move into Gaming Culture
This partnership represents a new chapter in Lexus marketing. By connecting with millions of engaged Xbox LIVE users, the brand aims to build awareness of the CT 200h in a fresh and exciting way. At the same time, gamers get access to exclusive content and rewards.
Lexus Drives into Xbox LIVE with “All-Nighter” Darkcasting Series
Lexus launched its “All-Nighter” custom sponsorship by partnering with Xbox LIVE to create a branded destination tailored for gamers. Through this exclusive experience, users can access Darkcasting—a bold, after-dark in-car talk show hosted by actress and comedian Whitney Cummings.
The online series, which premiered on November 4, features interviews filmed inside the Lexus CT. Guests include social media influencers, young entrepreneurs, and creative disruptors from technology, fashion, media, and entertainment.
Reaching Gamers Where They Live
“We want to spark real conversations with a new generation of Lexus drivers—especially those who find gaming exciting and social,” said Dave Nordstrom, Lexus VP of Marketing. “This partnership introduces Lexus to the Xbox LIVE community and rewards gamers for doing what they love.”
Introducing the CT 200h: Not Your Average Hybrid
The “All-Nighter” is part of a multi-stage rollout for the Lexus CT 200h, a luxury hybrid that challenges expectations. Unlike typical hybrid marketing, the campaign avoids clichés. Instead, the “Darker Side of Green” recasts the hybrid image with bold storytelling and unconventional partnerships.
Xbox Partnership Powers Immersive Brand Connection
“As Xbox LIVE continues to grow, we’re giving brands powerful ways to reach and engage new audiences,” said Mark Kroese, General Manager of Microsoft’s IEB Advertising Business Group. “This partnership with Lexus brings the right content to the right people—exactly when it matters.”
Learn More
Watch episodes of Darkcasting at www.darkersideofgreen.com/darkcasting.
For rules and eligibility details on the “All-Nighter” sweepstakes, visit www.xbox.com/lexusall-nightersweeps.
