Last week Lexus added to the brand’s ongoing campaign for the 2013 Lexus ES by integrating ads into popular mobile game Draw Something. The aim was to draw a younger adult audience (under 45 years old) and to “engage this game’s huge fan base,” Lexus media manager Teri Hill told Adweek.
“It’s a really good way for us to do something that’s more youthful. It goes in line with who we are trying to reach—hyper-connected, digital enthusiasts who are influencers,” said Hill. By pairing with Zynga’s Draw Something – which has been downloaded 50 million times and has a large daily user base – Lexus hoped to successfully target the younger, tech-savvy demographic.
Lexus reached players in several different ways via the mobile game. In-game coins were awarded to players that made virtual drawings of Lexus-oriented items. Many of these drawings appeared on the Draw Something Facebook page, and there was a chance players could see their drawing featured as the “Lexus Stunning Doodle of the Day.” Adweek also reported that the brand was the first automotive advertiser on Draw Something to use brand-specific color schemes.
The campaign ran for a short period of time only, from September 24-28. Why so brief? Rosebel Chung, media supervisor at Team One, told Adweek “We wanted to ensure we’re hitting in a very high-impact way.”