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.