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The Stranger Side Of Green: Lexus Targets All-Night Videogamers With The CT 200h

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Last spring, Lexus' marketing team came up with a metaphor about the "Darker Side of Green" to sell the new Lexus CT 200h. The gist was that the 200h is yin and yang, green and powerful -- good for the planet and good for the soul. We don't think the two are polar opposites, and we certainly wouldn't call horsepower a "dark side", but then, Lexus never asked for our opinion.

Bottom line: the metaphor was a stretch, but Lexus ran with it, sponsoring humorous debates about climate change, a regrettable online game, and a fairly interesting talk show. And yet, as confusing the "Darker Side" campaign has been, we still had a grasp of what the company was aiming for.

But the newest salvo in this campaign is mind-boggling: Lexus has teamed up with Xbox to give away prizes to people who play Halo all night long. You read that correctly: Lexus is targeting the World of Warcraft demographic.

We don't mean to make assumptions about that demographic -- heck, some of us fall into it -- but are they really the type to go for a fairly conservative $30k-ish luxury hybrid? Why didn't Lexus hand this stunt to its sister, Scion, when that brand launched the revamped Scion tC? It could've been far more effective than that "Take on the Machine" campaign, and the tC's price point would've been perfect for the Millennial/Xbox/Mountain Dew/Hot Pockets set.

On the off-chance that you're a fan of all-night Halo multiplay and you're also in the market for an entry-level luxury hybrid, take a disco nap tomorrow afternoon and prepare for 12 hours of gameplay: the fun runs from 6:01pm PT on Saturday, December 18 to 5:59am PT on Sunday, December 19. Prize packages of 4,000 Xbox points will be doled out throughout the night.

Non-gamers: you should probably stick with the new CT 200h configurator. Maybe Lexus should, too.

[Xbox, Mediapost]

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Comments (2)
  1. wow... you could have at least spent 5 minutes researching the demographic you're attempting to criticize for this piece before you wrote it. yes, a hybrid is going to fall exactly into that demographic's tastes, and yes, that demographic can afford a $30,000 car. but aren't they all 13 year olds, living in their parents basements!?! no richard, it's not 1992 anymore.
     
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  2. @Chris: I readily admit that there are some Halo players who fit the CT's demo profile. (I don't know any personally, but I'm sure they're out there.) The question is more a matter of: given the many places that Lexus might interface with its target audience, is Xbox REALLY the best place to connect?
    _
    Note: I avoided the connect/Kinect pun. You're welcome.
     
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