Lexus uses Twitter and Vine to sneak peek new coupe and concept cars

Saatchi & Saatchi Fallon Tokyo created the new campaign, 'Up-Close with Twitter + Vine' to unveil the Lexus RC sport coupe and the Lexus LF-NX turbo compact crossover SUV concept tomorrow—before the show opens to the public.

Lexus invites fans to tweet particular details of the two cars they want to see from 9 am until 7 pm tomorrow. The brand plans to reply to two selected tweets per hour with a six-second Vine video showcasing the requested details.

The Vine videos will also be available on a special Tokyo Motor Show page on the Lexus International website.

“The average consumer’s attention span is decreasing," Malin said. "The format of a 140-character Tweet combined with a six-second Vine video has the power to showcase products online in a short and engaging way. It’s all about capturing the attention in the ‘mocial’ [combination of mobile and social] era. This campaign is heavily mobile-focused to engage with the fans in the format that they actually engage with.”