Comatica’s Journey with the Lexus IS Precision Tour

Comatica was hired by ASV to take a journey with the Lexus IS Precision tour covering close to 6k miles across the U.S. taking them from:

– Auto Club Speedway – Fontana, CA
– Infineon Raceway – Sonoma, CA
– Texas Motor Speedway – Ft. Worth, TX
– Palm Beach International Raceway – Jupiter, FL
– Chicago Autobahn – Joliet, IL
– Monticello Motor Club – Monticello, NY

Overview – The 2011 Lexus IS Precision Tour consisted of a six (6) week complementary event for guests to attend, giving them the opportunity to get up close and personal with the LFA supercar and compete to win a spot in Speed TV’s Dream Ride.

Objective – Comatica worked with ASV to fulfill an “out of the box” solution for their client Team One.  Team One is a division of Saatchi & Saatchi, a full-service marketing communications agency that successfully launched and introduced the Lexus brand.

Campaign – Lexus held a “ride and drive” IS Precision Tour in several locations across the country.  In doing ride and drive events, Lexus gathers powerful selling data, learning tools, helps build the Lexus brand image and increases sales and service.  To build a more memorable event, Comatica first identified Lexus’ current tactics as well as developed ASV team’s knowledge on viral video, car camera systems and wireless integration.  Detailed discussions about the brand were followed by an in-depth round table to identify core strategies.

Implementation – Comatica researched applicable equipment and identified a solution using software and systems never before integrated.  Both systems were tested and worked properly.  This allowed for video viral marketing and real-time wireless viewing at each track for guests that did not get to ride in the LFA Supercar.

Comatica created a personalized Lexus LFA in-car video dash overlay, configured both systems (video and wireless) to work with one another, setup the wireless network at every track and provided video editing.

Results – Due to the great feedback, Lexus agency and executives decided to extended the tour to another track, Monticello, New York.  Comatica was invited to participate in the last media and executives track day.  Comatica is currently editing all the video footage to create an IS Precision Tour trailer.  Visit YouTube to view and check out their journey from all the tracks.

About Lexus, ASV and Comatica

Lexus is the luxury vehicle division of Toyota Motor Corporation, is sold globally and is Japan’s largest-selling make of premium cars.  Lexus has makes and models that fit within every automotive category.  Lexus recently launched hybrid vehicle and two (2) high performance vehicles; the Lexus ISF and the US$375,000 Lexus LFA supercar.

ASV is a boutique full-service exhibit company based out of Torrance, CA, founded in 1988.  Their specialties include experiential marketing, event planning & execution and more.  ASV creates impactful product displays, organize gala events, engaging brand experiences and provide a full range of services in car prep.

Comatica is progressive interactive media agency comprised of hand-picked passionate group of marketeers, creative minds and techsperts, pushing the boundaries of online marketing and web development.  Comatica was hired to develop and execute a tailored wireless video stream, in-car telemetry solution and manage video transference.

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