Lexus has decided to jump into the Super Bowl advertiser club to help promote their nine new or updated models. The company will debut its first-ever Super Bowl commercial for Super Bowl XLVI on Sunday, 2/5 on NBC. The star of the commercial is the all-new 2013 GS which launches in February and kicks off a new era for the Lexus brand.
The :30 second commercial is scheduled to run during the first half of Super Bowl XLVI. A :15 second sneak-peek of the commercial can be seen now on Lexus social media channels, including Facebook.com/Lexus and YouTube.com/Lexus. The ads were created by Attik, a Lexus roster agency, while the overall GS launch advertising is headed by Lexus’ AOR, Team One.
Leading up to the spot, Lexus’ social media activation is called “TweetDrive Engineered by Lexus.” It’s a socially-fueled game engaging football fans during the professional football playoffs. TweetDrive Engineered by Lexus airs live on NBCSports.com and offers fans the opportunity to earn yardage, move their “team” down the field and score a touchdown during the actual playoff games and throughout the week. The game will be promoted via NBC Sports, and Lexus social media outlets and NBCSports.com throughout the playoffs.
The object of the game is to gain enough yards to score a touchdown. Yardage is accumulated by tweeting the correct answers to a mix of trivia and predictive gaming questions using the #LexusTweetDrive hash tag. For each playoff game a fan plays TweetDrive, they are entered to win the grand prize — a trip for two to an NBC Sports Premium Event. To participate, fans need to register at NBCSports.com and watch for tweets from @Lexus using #LexusTweetDrive during playoff games (predictive gaming questions) and throughout the week (trivia questions) through 1/22.
See a sneak peek of the Lexus TV spot: