Lexus Sports Marketing Activations

Lexus Sporting Event Activations Sports Marketing Objective:

Signature Marketing’s mission was to activate Lexus/Event Venue partnerships by engaging fans through vehicle displays, email collection campaigns, sweepstakes and digital interactions. Our sports marketing technique included providing personable, knowledgeable, polished and assertive staff in order to have guests to sign up for sweepstakes and future communication from local dealerships. Using tablets, they generated warm leads from fans who showed interest in the vehicles and prizing programs as well as showed continued support from Lexus to the Event Venue with reliable and self-sufficient Brand Ambassadors and technology.

Approach:

Lexus partners with several high-profile sporting event venues across the Midwest and uses the events and their investment to generate leads for their local dealership groups.  Utilizing Signature’s strong Midwest presence, professional sports teams and their home venues (including the Chicago Bulls/Blackhawks (United Center), Minnesota Timberwolves (Target Center), Cleveland Cavaliers (Quicken Loans Arena)) were staffed with 2 promotional models per home game. Signature also sourced and outfitted the team with custom-branded polo shirts, trained the team on the Lexus brand and program objectives and monitored the success of the email generation campaign.

Results:

• Over 5 years and 7 states, Signature promotional models represented Lexus on 685 shifts across the Midwest.
• The program leveraged Virtual Reality Headset technology to immerse fans in a realistic Lexus driving experience.
• Signature quickly adapted and staffed the extended and dynamic playoff game schedule as it developed.