Lexus creates stop-motion film with fans’ Instagram images

Lexus is targeting younger motorists with an Instagram-driven campaign that incorporates images from more than 200 users, #LexusInstaFilm. The combined effort produces a stop-motion film of the 2014 IS model from various angles and tones.

Mechanics:

  • Under the orchestration of a directorial team during Instagram’s #WorldwideInstameet, car enthusiasts and Intagram users from a variety of background blended their personalities in a film that colorfully animates the IS.
  • Jacob Rosenberg and the Bandito Brothers directed the film that features the song “Hefe” by The Hit House.
  • A 2014 Lexus IS F Sport weaved throughout the lot to permit a wide range of views and so the vehicle appeared in a natural setting.
  • Marks were drawn on the grounds to instruct people on where to stand and at what angle to take shots of the vehicle.
  • Participants could edit the shots however they wanted. The directorial team then printed out each still, clipped them to a huge board and sequenced them to create a coherent film.

Read more here.

Why I am Curious 

An interesting way to tap into a proven-performing formula:

passion-driven experiences + mobile + empowerment = UCG & community building

Screen Shot 2013-07-22 at 10.30.36 AM

Fostering community among fans is a good way for luxury brands to create loyalty, since the ensuing friendships will be tinged by the brand’s image.

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