Lexus Foodie Adventure
Influencer Marketing, Digital Strategy
Foodie Adventure

Asian-Americans love food. They also love cars, and will drive out of their way for a good foodie adventure – especially in a city like Los Angeles where you can get a great meal in a lot of different neighborhoods.

IW and Lexus leveraged this insight to promote the CT200h, and launched the automaker’s first-ever social-based campaign targeting the Asian-American consumer – the Lexus Foodie Adventure. The campaign included the development of the website, a takeover of the Chinese-language lifestyle news site, Wacow LA, and foodie fan engagement featuring up-and-coming Asian-American bilingual lifestyle influencers.

The Adventure

For a week, the three influencers – Tommy Lei (MyBelonging), Ann Kim (AndyHeart) and Stephanie Liu (Honey & Silk) – visited notable restaurants in West L.A., San Gabriel Valley, Koreatown and Downtown L.A. They chronicled their visits in social media using the hashtag, #LexusAdventure, and encouraged their fans to follow their journey via social on .

Additionally, L.A.-based magazine and website, WaCow LA featured a bilingual 14-day interactive digital foodie map, a digital banner page takeover, as well as updates of the bloggers’ adventures.

Foodie Adventure not only integrated experiential with digital, social and mobile, its multilingual spread also reached a wider audience within the millennial and Asian-American markets.