Automakers go to extremes to create brand awareness and to get consumers to interact with their products, both literally and virtually. Well, Lexus has gone way beyond television commercials featuring champagne glasses stacked on a smooth-running car to creating an app showcasing Sports Illustrated Swimsuit model Tori Praver. Oh, and the redesigned Lexus GS sedan.
Part of a new marketing campaign, the free iPhone app invites players to race a 2013 Lexus GS on a track designed around the curves of Tori's scantily clad body. Right from the start, it is clear Lexus isn't shy about using sex-appeal as a lure. The opening screen features Tori in a bikini and high heels. Click in and the player faces a choice, learn more about the GS or select the button underneath Tori to start playing. Uh, Tori it is.
The game is a straightforward track racer, with brake and accelerator. Just tilt the phone to steer. When the race is over, you can share your results via social networks, assuming your significant other doesn't follow you. It is a fun novelty. The price is right. But in the end, we didn't learn much about the full-sized GS.
The takeaway:
- Some curves are indeed dangerous.
- Giant feet are scary.
- The GS is a guilty pleasure.
