Lexus Dark Ride was a first step of the marketing campaign for the hybrid Lexus CT200h. The campaign, "The Darker Side of Green", built on the concept of a hybrid car with a dark side, where we needed to attract an audience that were younger than the ordinary Lexus buyer. In this first step, Skinny did not have access to the physical car, but we were determined to have our target audience try the product. Therefore we created a interactive 15-minutes action movie, where we put the user in the passenger seat and had her/him make all the decisions. The film featured advanced technology, one of which was free 260 degree panoramic user view. Dark Ride was widely celebrated and won 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.











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