Lexus, the Official Automotive Marketing partner of the Sports Illustrated Swimsuit property, has developed a multi-faceted campaign dubbed TORI 500, which showcases an actual racetrack made in the shape of the body of Sports Illustrated Swimsuit model Tori Praver. Admiring the curves of the model is one thing, but actually driving it is something that only the automaker and its all-new 2013 GS sport sedan could do stylishly.
One of the elements in this campaign is the iOS app. The SUPERMODELED camera app enables users to put the swimsuit model into their own photos with the click of a button. This app is available in iTunes and Lexus.com/tori500.
Another feature of the campaign is the behind-the-scene video available at youtube.com/lexus and Lexus.com/tori500. The video shows two of the best professional drivers in the world -- stunt driver Greg Tracy and race car driver Scott Pruett -- compete on the TORI 500 track. Check out the online videos to learn who won a victory lap with Tori in the passenger seat.
Online and print components are also available. Executions include a four-page spread in the February 14 issue of Sports Illustrated Swimsuit as well as custom tablet amalgamations featured on Samsung Galaxy, iPad, Nook and Xoom. Launch week events will also be held.
The automaker will join in the marquee New York launch event. It will also join SI's two events in Las Vegas -- Club SI Swimsuit and SI Swimsuit On Location. Moreover, the Lexus is the exclusive presenting sponsor of the first-ever Beauties & Beats Music Festival on February 15 to 16 at The Cosmopolitan of Las Vegas.