For the first time, the luxury brand has created a contest around the NCAA Men’s Division I Basketball Tournament to interact with potentially millions of fans online.
Once teams are selected for the tournament, Lexus will launch a contest on Yahoo inspired by the GS F sedan. The contest will have fans guess in each round which game will reach a combined 60 points the fastest. Fans can sign up for “GS F The Bracket” beginning on Selection Sunday — March 13. They can make picks for each round or join in at any point before April 4.
The prize? A luxury vacation.
The game, called “GS F The Bracket,” is just one piece of the Lexus tourney strategy. The brand will also be a presenting sponsor of Yahoo Sports’ Tourney Pick’em, where it’ll promote “GS F The Bracket” with display ads, deploy pre-roll video spots and run native ads targeting the GS F audience.
Lexus is hoping to reach young males while be part of their interests such as college basketball.
