Lexus Introduces Consumers to ‘The Darker Side of Green’

The Japanese premium car maker Lexus has prepared a really thrilling new advertising campaign to promote the new CT 200h hybrid premium compact months before its street launch. The company though of an intriguing action-packed way to familiarize its future customers with the new model by creating a high-definition interactive film entitled “Dark Ride”.

This movie is part of Lexus’ bigger marketing theme called “The Darker Side of Green”. The film features the Lexus CT 200h hybrid hatchback driven by actor Norman Reedus in a really exciting Hollywood-like action movie, as he follows the directions of the person riding beside him… the consumer. This unique virtual test drive, as Lexus like to call it, takes place from the Nevada desert to a safehouse in Los Angeles.

"With 'Dark Ride' we are creating a unique virtual test drive opportunity so consumers can experience this hybrid, that is like no other, months before it is available at dealerships in early 2011," said Dave Nordstrom, Lexus vice president of marketing. "In it, consumers play a co-starring role as the fun-to-drive Lexus CT 200h is put through its paces. By guiding the driver and the CT through a series of adventures, customers will be exposed to 'The Darker Side of Green,' which is completely different than the way hybrids are usually portrayed."

“Consumers will use an array of interactive features in the film — allowing them to insert their own likeness (via a Webcam or profile pic), record their own dialogue lines, control the camera movement and POV, and make decisions that alter the path of the film so new situations arise each time,” announces the company in its press release.

The film releases online at www.lexusdarkride.com along with the trailer for the film and we recommend you experience it. It will be worth your while.