The 2013 Lexus ES marketing campaign kicked off this week with a brand new commercial, and now three additional commercials have been released:
Along with the commercials and print ads, the ES will also launch a new initiative called Lexus Ignition:
“Lexus Ignition” will curate start-up projects from entrepreneurs and innovators — products that, like Lexus, represent the intersection of high-tech and high-style — and invite Lexus’ digital community to vote for the products they like most via a custom Facebook app.
In total, Lexus will provide $100,000 in seed funding to four fan favorites. The products all push the boundaries of design, technology and innovation, including an RFID-based camera and a foldable electric bicycle.
I like the look of this — with Lexus stressing the combination of high-tech & high-style in their ES marketing, adding in high-finance is a clever move. Interested to see how this turns out.