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Lexus: The Hybrid Debate
Our challenge was to raise awareness of hybrid technology and identify Lexus as leaders in this area. Our solution was The Hybrid Debate, a website and blog to discuss the wider issues surrounding this technology and its mainstream acceptance. The aim was to generate intelligent debate and online buzz amongst an appropriate audience for the brand.
To kick start the debate writers and commentators with expertise in areas ranging from the environment to the economy were asked to imagine a hybrid future and its implications in their specialist area. We recruited a team of high profile contributors including Sir Bob Geldof and we identified and targeted bloggers with an interest in the subjects under discussion. Lateral built a combined blog for our key contributors to post their articles and the wider audience were encouraged to add their comments and debate the issues in their own blogs.
The Hybrid Debate generated 1000s of visits to the site and over 16,000 words of user comment. It was picked up in over 600 blogs and a 25% uplift in blog buzz around our target terms was detected. Our PR campaign generated articles in The London Evening Standard, Metro and Media Guardian. Over 20 articles were written on and offline with the story picked up around the world in publications as far afield as the Adelaide Advertiser.
