Lexus CT 200h Begins DarkCasting with Whitney Cummings

Now this is a totally new idea! Darkcasting! Dark-what?

Darkcasting = Late Night Talk Show Series Hosted by Whitney Cummings Connects Interesting Personalities in a New Car Test Drive

Part test drive, part late night talk show, part real time feedback; Whatever it is, it’s no 30-second spot for the new Lexus CT 200h, but an actual series hosted by actress and stand-up comedian Whitney Cummings that captures the (nearly) unfiltered conversations of influential personalities who take the new Lexus hybrid for a spin in their home cities–San Francisco, New York, Chicago, Miami, Los Angeles, and New Orleans.

“The show features a group of real drivers, not just driving enthusiasts, who give their honest impressions of the car and what is most relevant for them–maybe it’s the 42 miles per gallon or maybe it’s simply fun to drive.” ~Dave Nordstrom, Lexus vice president of marketing.

“Darkcasting,” an episodic series shot in six cities, rolled out its first episode November 4th. The city “cast ensembles” include social media influencers, young entrepreneurs and movers and shakers from technology, fashion, media and entertainment. Drivers were sourced by the brand for their varied and topical career choices or influencer reach, along with their interest in taking a test drive.

Episodes can be found on the CT 200h’s official “Darker Side of Green” portal and feature a bevy of car content, like a personalization studio that allows users to build out their own car and related campaign color like behind-the-scenes footage of the city drives and interviews that bring the viewer into the worlds of its driver personalities–what did they think of the driving experience? What did they Tweet? Taking a page from film and television marketers, Lexus prompts consumers to “tune in” to “Darkcasting” episodes through robust entertainment and lifestyle media and marketing channels.

Getting customers engrossed in the conversation also means opening up active dialogue. The brand currently engages with its audience via Twitter (@Lexus) and Facebook (Facebook.com/lexus). The newly-relaunched www.DarkerSideofGreen.com site is managed by a dedicated editorial team and features a real time stream of Tweets, comments and social media integration (including Twitter, Facebook, and the location-based Foursquare, Gowalla and Facebook Places).

The all-new CT 200h premium compact hybrid will go on sale in the U.S. in early 2011 as the first dedicated hybrid vehicle in the premium compact arena of the near luxury segment. Expected to be the luxury leader in fuel economy with 42 MPG combined, the stylish, sporty five-door also delivers a dynamic, fun-to-drive experience. The CT is powered by a 1.8L Atkinson cycle four-cylinder gas engine with Variable Valve Timing with intelligence (VVT-i) and Lexus Hybrid Drive technology. Featuring Drive Mode Select, four drive modes including EV, which operates purely on electricity and is perfect for within-city jaunts, and Sport Mode, a first for any Lexus hybrid, offering the driver true personalization of the driving experience, the CT is a game-changer for Lexus’ hybrid portfolio.

Catch the New York City trailer for “Darkcasting” here:

 

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