LEXUS LUCID

LEXUS X RACE SERVICE

The largest modified Lexus community in the country is in Los Angeles. Leading up to the 2019 LA Auto Show, Lexus and Race Service hosted a party and brand activation, called LUCID to celebrate this community and culture. We featured 30+ Lexus vehicles with an attendee list of over 200 people all coming out to celebrate. The party not only featured an elite, uniquely curated selection of modified Lexus vehicles, but also a special audio visual experience featuring the owners and their cars in action throughout the LA landscape with an accompanying live music set by Rhys Fulber.

We carefully chose a group of notable media attendees and influencers who could share the experience within their own communities. In addition to the influencer shared content, we highlighted the Lexus presence via organic social with cross-channel posts and stories. 

While the Lucid event did well on social channels, it also resonated deeply with the Lexus fans on the ground. The event was the first of it's kind, as the Lexus car community was finally in the spotlight with a party put on by the brand thanks to the incredible community in LA.

Here are a few quotes from Lexus enthusiasts who displayed their vehicles, attended the event and participated in the video shoot:
“It’s amazing to see a brand so connected to their followers and in touch with the community. This is rare.”

“We are beyond ecstatic and thankful to participate in these events and to have been able to play our role. Not only was this experience exciting for us but it was a pleasure to be among other content creators and enthusiasts.”

“It’s so cool and special that this community is huge but we can get together like this and celebrate one another.”

“I simply felt like I was at the right place and the right time today! People like me but on another level”

PR mention here.