TORI 500
- Brand
- Lexus
- Year
- 2012
- Objective
- Engagement
- Industry
- Automotive
- Mechanic
- Racing & Sports
- Platform
- App
- Agency
- Tool
- With
- Team One
Objective
To launch the redesigned Lexus GS 2013, Lexus needed to prove the car had power, handling, and driver-focused agility — traits the brand wasn't known for. As the official auto partner of the 2012 Sports Illustrated Swimsuit Issue, Lexus turned that sponsorship into a shareable stunt built around one idea: curves.
Solution
Players download TORI 500 free on iPhone, iPad, or iPod touch and pick from three control schemes before dropping onto a raceway shaped like swimsuit model Tori Praver's silhouette, a giant 3D figure planted at the center of the loop. From there it's lap after lap in a Lexus GS 2013, drifting through the curves and chasing a faster split each time around. Finishing a run posts the time to a Game Center leaderboard, with the option to share it straight to Twitter, Facebook, or email; a separate showroom tab lets players check out the GS itself between runs.
Results
Lexus GS climbed from 11th to 3rd place in its category rankings; the campaign generated over 200 million earned editorial impressions and over 100 million online impressions; the TORI 500 app held a 4.5/5 rating on iTunes.
- 1
The player finds TORI 500 at Lexus.com/tori500 or in iTunes and installs it free on iPhone, iPad, or iPod touch.
- 2
At the start, the player picks one of three control schemes, choosing between tilt steering and on-screen controls.
- 3
The player drives a Lexus GS 2013 sedan around a circular track shaped like the curves of Sports Illustrated Swimsuit model Tori Praver's body, with a giant 3D figure of her lying at the center of the circle.
- 4
Cornering triggers slide and skid effects that send the car into a drift, and the player has to learn to control the car through them.
- 5
The core goal is to post the fastest lap time, with the game timing every run down to the hundredth of a second.
- 6
Runs earn achievements and post lap times to a Game Center leaderboard, letting players compare their results against others.
- 7
Players can share their lap time outside the game via Twitter, Facebook, or email.
- 8
From the game, players can branch off into a section dedicated to the Lexus GS 2013 to look over the car itself.
- 9
The campaign extends beyond the app to Lexus.com/tori500, where visitors can watch video of Tori Praver's photo shoot and of professional drivers Scott Pruett and Greg Tracy racing on a real 1:1200-inch scale track for the right to drive a victory lap with the model.
