Toyota's Lexus luxury car brand is the latest advertiser to use podcasts as part of its marketing effort. The four-week campaign supports the company's new IS sport sedan and is targeted to
African-Americans. It focuses on LexusFusion.com, a microsite where visitors can subscribe to podcasts and view a behind-the-scenes video of the making of a radio spot. The podcasts are co-sponsored
by
Vibe magazine and consist of about 25 minutes of hip-hop/jazz fusion--part of Hidden Beach records' "Unwrapped" series. "The campaign is built around [the concept of] dimensions," explained
Derek Bonney, senior vice president of interactive shop ImagineThat, which developed the effort. "The idea is that the car offers multiple dimensions--performance, luxury, technology." The fusion of
hip-hop and jazz in the music is meant to reflect that theme, he said.
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