Tuesday, February 14

Thanks to Lexus, Sports Illustrated Is Getting Even Hotter

Lexus, which is the official automotive partner of the Sports Illustrated Swimsuit property (not a bad thing to partner with), is creating an official campaign that's actually pretty cool--designing an actual racetrack in the shape of SI model Tori Praver's body.

No word yet on whether Tori Praver comes with the track.
Here are the elements of the campaign--of course by having a Droid phone I'm screwed out of the first one, but it still seems pretty cool. The Beauties & Beats music festival sounds like something I'd enjoy too, assuming those beats were HOT. See what I did there?
  • iOS app—Available at Lexus.com/tori500 and iTunes, SUPERMODELED is a camera app allowing people to place the swimsuit model into their own photos with the click of a button.
  • Behind-The-Scenes Video—Two of the world’s best professional drivers, race car driver Scott Pruett and stunt driver Greg Tracy, compete on the TORI 500 track (to see who wins a victory lap with Tori in the passenger seat, visit: Lexus.com/tori500 or youtube.com/lexus).
  • Print and Online Components—Executions include a four-page spread in the Feb. 14 Sports Illustrated Swimsuit issue and custom tablet integrations featured on iPad, Samsung Galaxy, Xoom and Nook.
  • Launch Week Events—Lexus will participate in the marquee New York launch event and SI’s two Las Vegas events, SI Swimsuit On Location and Club SI Swimsuit. Additionally, the automaker is the exclusive presenting sponsor of the first-ever, two-day Beauties & Beats Music Festival, happening at The Cosmopolitan of Las Vegas, Feb. 15 -16.

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