Lexus wants to give people a chance to call the shots in a new video campaign focusing on its upcoming 2011 CT 200h five-door hatchback. It's called "Dark Ride".
The luxury marque is making a short action film with a recognizable star racing around it a new model. Now you're thinking, "Wait, didn't BMW do this a while back? And Audi (kind of), more recently?"
Ah, but those films weren't interactive...
Here's how Lexus marketing VP Dave Nordstrom spins it: "With 'Dark Ride' we are creating a unique virtual test drive opportunity so consumers can experience this hybrid, that is like no other, months before it is available at dealerships in early 2011. In it, consumers play a co-starring role as the fun-to-drive Lexus CT 200h is put through its paces. By guiding the driver and the CT through a series of adventures, customers will be exposed to 'The Darker Side of Green,' which is completely different than the way hybrids are usually portrayed."
I would have cut that down for you, but you have to see for yourself how hard Lexus is selling it.
If you want to see the short film, head on over to the official site. Lexus says you can put yourself in the movie and even record your own lines, so...someone do that and send it in.
By Phil Alex