Lexus: First Life-Sized, Real-Time Video Game

Wed, Sep 11, 2013
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This is a very cool use of projection mapping from Lexus, Italy. To promote the new Lexus IS Hybrid, Lexus created “Trace Your Road,” an experiential life-sized video game event featuring Formula 1 driver, Jarno Trulli.

“Trace Your Road” saw Trulli take on a series of improvised racetracks, each one designed by one of ten contest winners. The ten selected Facebook fans, chosen from hundreds of applicants on Lexus’ Facebook page, were given the chance to sit in the passenger seat next to Trulli and draw the course on an iPad that projected their designs onto the floor. The goal of the game was to hit 7 selected touch points in the quickest time, the person with the best score won.

This is such an innovative way to showcase the car’s handling and connect with the target audience. This campaign was the work of Saatchi & Saatchi Italy, Movie Magic International, LOGAN (LA&NY) and Fake Love. Check out the behind the scenes video below to see how it all came together.

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