Toyko - Lexus International and The Weinstein Company will premiere two short films exploring the theme "Life is Amazing" on October 27th. To promote this, Lexus International is partnering with Twitter on a campaign providing exclusive, early access to both short films for @LexusInt account followers.
The Saatchi & Saatchi Fallon Tokyo inspired idea of a VIP pre-release movie screening via Twitter: the @LexusInt account will be locked for 24 hours on October 26th, and the account followers will receive an early access private link enabling them to watch the short films in advance of the official release on October 27th. Lexus International began teasing the Silver Screen Access campaign with a tweet on October 17th.
Lexus International and Twitter have already collaborated successfully with the #LexusInTokyo and #LexusInBeijing campaigns. With their advanced targeted advertising tools, Twitter is the natural platform for Lexus International to build and sustain conversations around Lexus Short Films in both their current follower base as well as new audiences.
Silver Screen Access will be a Twitter-first: no luxury brand has every locked its account for a follower-only event before.