With the ideal canvas in RR3, Lexus delivered three game mode sponsorships featuring a virtual test drive & access to a custom, Lexus-branded track. Users progressed faster through gameplay & kept the free car in their fleet even after the campaign ended, bringing huge value to players & perpetual branding for Lexus.

To drive additional excitement, nationwide Lexus dealerships were given access to a special, Lexus-only version of the game – giving them a cool sales tool to offer a unique experience at Lexus dealerships.

The program was amplified with in-game reward-based media & social posts that drove additional engagement.

The new Lexus IS 350 F SPORT didn’t just deliver excitement in RR3, it had the performance results to back it up. Players actively engaged with the Lexus content in record numbers:

• 10.8MM Lexus sponsored races completed

• 90K+ Hours (10 years) total player time spent driving IS F SPORT

• Over 2.7MM Lexus IS 350 F SPORT cars purchased (adopted)

• Lexus had 26x the average vehicle adoption (2.7MM)

• Lexus vehicle adoption in-game up 587%

• 110K+ Facebook Likes on Lexus-RR3 content posts

• Total campaign impressions of over 1.066 BILLION!