Recently, in order to promote its new luxury compact hybrid, the CT 200h, Lexus launched “Dark Ride," a high-definition 12-minute interactive film.

"Dark Ride" combines film with games, and creates a virtual test drive, providing a series of driving adventures performed by a character named Tony, played by actor Norman Reedus. Additionally, web users can insert themselves into the film and navigate the CT 200h from the Nevada desert to a Los Angeles safe house. Tony protects the car from various enemies who want to get their hands on the prototype. The film’s interactive features also allow site visitors to insert their own avatar via a webcam or a profile picture, record their own dialogue, control the point-of-view, and make decisions that alter the path of the film so new situations can be created.
By doing this, Lexus is positioning the CT 200h as a car with edginess and attitude, targeting younger and more tech-savvy consumers. This is significant for hybrid cars in general, as in the US they have sometimes been thought of as less cool or less appealing than traditional vehicles. In this way the Dark Ride campaign serves not only to promote the CT 200h, but also gives hybrid cars in general a new brand image.
The CT 200h will cater to a different market segment, Generation X and Generation Y consumer groups. Online interactive films are an appropriate media to reach this target audience. However, Lexus will want to maintain a consistent brand image in the minds of their loyal and older customers as well. Since the Dark Rise campaign is specifically for hybrid cars, it may be successful in reaching a younger audience while having a limited impact on Lexus’s overall brand image and their other car categories.
Check out the campaign website here: http://www.lexusdarkride.com/