This is another creative way to launch a new product. Introducing “Trace Your Road,” a real-life video game event featuring Formula 1 driver, Jarno Trulli. The promotion itself is held by Lexus, to introduce its latest hybrid car.
“Trace Your Road” involves a series of improvised racetracks, each one designed by one of ten contest winners. The random ten selected Facebook fans, chosen from hundreds of applicants on Lexus’ Facebook page, were given the chance to sit in the passenger seat next to Trulli and draw the course on an iPad that projected their designs onto the floor. The goal of the game was to hit seven selected touch points in the quickest time before reaching the finish point. The race itself takes on a spacious, hangar-like building. Very cool and creative, indeed!
http://www.youtube.com/watch?feature=player_embedded&v=slETbZ7FIs0