Being the Official Automotive Marketing partner of the Sports Illustrated Swimsuit, Lexus has created a multi-faceted campaign for the 2013 GS sedan called Tori 500 – a campaign that showcases an actual racetrack Lexus created in the shape of Sports Illustrated Swimsuit model Tori Praver’s body.
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“What better way to help introduce the bold new face of Lexus—the all-new GS—than with a bold new campaign featuring a Sports Illustrated Swimsuit model?” said Brian Smith, Lexus vice president of marketing. “With the new GS, there’s no going back for Lexus. Instead of just looking at the pictures, consumers can share in the fun through our many campaign components, including having Tori appear in their own photos.”
Elements of the Tori 500 campaign include:
- iOS app—Available at Lexus.com/tori500 and iTunes, SUPERMODELED is a camera app allowing people to place the swimsuit model into their own photos with the click of a button.
- Behind-The-Scenes Video—Two of the world’s best professional drivers, race car driver Scott Pruett and stunt driver Greg Tracy, compete on the TORI 500 track (to see who wins a victory lap with Tori in the passenger seat, visit: Lexus.com/tori500 or youtube.com/lexus).
- Print and Online Components—Executions include a four-page spread in the Feb. 14 Sports Illustrated Swimsuit issue and custom tablet integrations featured on iPad, Samsung Galaxy, Xoom and Nook.
- Launch Week Events—Lexus will participate in the marquee New York launch event and SI’s two Las Vegas events, SI Swimsuit On Location and Club SI Swimsuit. Additionally, the automaker is the exclusive presenting sponsor of the first-ever, two-day Beauties & Beats Music Festival, happening at The Cosmopolitan of Las Vegas, Feb. 15 -16.
Refresher: Power for the 2013 Lexus GS 350 comes from a 3.5 liter V6 engine making 306-hp at 6,400 rpm and a maximum torque of 277 lb-ft at 4,800 rpm. The engine is mated to a 6-speed sequential-shift transmission allowing it to go from 0 to 60 mph in 5.7 seconds with a top speed of 142 mph. 30 to 50 mph takes just 3 seconds. The Lexus GS also comes with the Lexus Drive Mode selector allowing for four driving modes including ECO, Normal, Sport S and available Sport S+. Prices start at $46,900.
Check out the video after the jump.
– By: Omar Rana