To promote the new Lexus IS Hybrid, Lexus created “Trace Your Road,” an experiential life-sized video game event featuring Formula 1 driver, Jarno Trulli. To make the experience even more engaging, the series of improvised racetracks were sourced from 10 lucky Facebook fans who traced their tracks on an iPad while sitting next to Trulli.
Why I’m Curious
This is one of the most innovative and eye-catching ways to use technology to showcase a car’s handling abilities. The concept on its own is brilliant, but the way it was visualized makes it hard to take your eyes away.