Lexus, 'Black Panther' Bring Authenticity To Super Bowl

The Challenge 

Lexus was ramping up two areas critical to growth and sustained leadership: technological innovation and outreach to a younger, more diverse demographic, including Black consumers known for trendsetting and influence. 

The Execution

Prior to the release of “Black Panther,” Walter Isaacson proposed Lexus not only engage in this once-in-a-marketing-life-time brand integration, but also lean in to everything the film stood for from a cultural perspective.

It sought to make consumers believe “Lexus is redefining prestige and that new prestige reflects who I am,” to give cultural credibility to Lexus’s “Experience Amazing” positioning, and to halo Black influencer status across all audiences.

On Super Bowl Sunday 2018, an original “Black Panther”/Lexus LS 500 spot ran.

The Results

  • The LS 500 became the most-searched vehicle on Kelley Blue Book, with a 2,500% lift, along with a 1,080% lift on Edmonds.com. 
  • Lexus YouTube engagement increased by 179%, with 26MM engagements.
  • The campaign generated 56MM social media shares and 5 billion earned media impressions. 
  • Lexus LS sales increased by +184% in February 2018 compared to the prior year, and increased by +269% in March 2018 compared to prior year.

Key Takeaways

Think beyond product placement and engage culture in an authentic way.

Bring together product and audience to lend cultural credibility.

This won the Branded Entertainment: Brand/Product Placement category in MediaPost’s 2018 Creative Media Awards.

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