Lexus Dives into Web Advertising

from the creative,-but-is-it-compelling? dept

Lexus made news today by announcing their new advertising strategy. It seems they want people to "create" a commercial for their new car. You can do this on the web with a suite of tools and content that they offer. If your commercial is used, then you win one of the cars. I think it's a good idea in that it's much more interactive, and might appeal to some folks. It also helps them create a commercial without having to do much work (though, I guess that depends on the quality of the entrants). They are spending a lot to promote this however, and I wonder how many people will actually take the time to create a commercial for Lexus.