Lexus Gets Its Halo. Halo: Reach

Japanese manufacturer Toyota reckons it has found a good way to advertise its luxury products the likes of the new Lexus CT 200h. For some reason, the guys from Lexus thought that one of market segments which would be most interested in purchasing a Lexus model in the near future would be that of gamers.

Lexus announced today it would become a partner for Xbox's All-Nighter events, with the first appearance of the Japanese brand in the online gaming experience to take place on Saturday, December 18, during the Halo:Reach marathon.

Fighting aliens in an alien world is just the thing to get Lexus craving to unbearable levels, as it appears. If you are online during the marathon, you'll get a chance to win several let's call them prizes: 4,000 Microsoft Points (for up the top eight players), which can be used to purchase Arcade games, game add-ons, movie and music downloads, merchandise.

“We’re looking to stimulate conversation with a new customer for Lexus, for whom gaming is highly engaging and very social,” said Dave Nordstrom, Lexus vice president of marketing. “This partnership allows us to be a part of the Xbox community for the first time and give a little something back to gamers just for doing what they do best.”

The entire stunt is part of the launch campaign for the CT 200h, a model which will hit US shores in March next year. The CT 200h is powered by the Lexus Hybrid Drive technology, an Atkinson cycle 1.8l VVT-i petrol engine paired to an electric motor. The electric motor draws its power from a 202V battery.