Lexus Launches African American-Targeted Campaign

The four-week campaign is based at LexusFusion.com, where visitors can subscribe to podcasts and check out a behind-the-scenes video of the making of a radio ad.

The podcasts, which are sponsored by VIBE Magazine, are full of hip hop and jazz fusion, with a DJ intro that plugs the Lexus IS. New podcasts will be released each week of the campaign. Each podcast will also feature a sneak preview of Hidden Beach Records' "Unwrapped" series.

"The campaign is build around [the concept of] dimensions," ImagineThat Senior Vice President Derek Bonney told Target Market News. ImagineThat helped developed the online portion of the campaign. "The idea is that the car offers multiple dimensions - performance, luxury, technology."

The company is also going after the blog world, placing ads on the Blogads network's music channel, and will be running ads on VIBE.com, BET.com, and BlackPlanet.com.

Listen to the podcasts by visiting LexusFusion.com.

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