INSTEAD OF DOING PRODUCT PLACEMENT IN A HOLLYWOOD FILM, WE PLACED HOLLYWOOD IN AN AD.
BACKGROUND Dark Ride was a digital marketing campaign for Lexus CT200h - a hybrid car "with a dark side", made for a younger target group than the ordinary Lexus buyer. We faced a two part-challenge; with a brand mostly attracting the 50+ segment, and an environmentally friendly product that usually is considered anything but cool.
STRATEGY We created an interactive 15-minute movie, a technology which at the time had rarely been experienced by the online community. With an action packed script, featuring Hollywood star Norman Reedus, we gained the target audience's interest long before launching the film. By placing the users in the passenger seat, we could have them experience and see the car, and all its gadgets, from the inside. The film featured advanced technology, such as free 260 degree panoramic user view and user recorded vocal interactions.
RESULT Dark Ride was widely celebrated on blogs all over the web, and was named best site of 2010 in FWA's People's Choice Award - Best Site of 2010, won gold for Digital Campaigns in The Reggie Awards and became an honoree in The Webby Awards 2011.
Made by Skinny NYC and Stink Digital