@LexusKSA launched the new Lexus IS in Saudi Arabia with a high-performance social strategy. It turned to Twitter to switch on the conversation, rev-up awareness of its vehicle, and live-stream the event.
@LexusKSA partnered with Twitter to create a multi-faceted campaign to debut the new Lexus IS. A Twitter Live stream launch was the pinnacle of the campaign, featuring a live performance by electronic duo ‘Dish Dash’ during the big reveal.
Together with Twitter, @LexusKSA nurtured Saudi Arabian audiences with Brand Notifications ahead of the launch. These kept auto enthusiasts in the loop with updates on the event and how to join the live stream.
The live event itself was a huge success, with viewership peaking at 500,000 in the first few hours. Bringing ‘Dish Dash’ onto the stage during the launch helped @LexusKSA to engage with an even wider audience, maximising awareness and sparking conversations.
The next challenge was sustaining the hype. @LexusKSA used the Twitter Trend Takeover+ feature, serving people information about the event and opportunities to catch up on what they missed. To convert this awareness into action, website cards guided prospective customers to the @LexusKSA landing page – where auto fans took the next step in their purchasing journey.