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LEXUS CT 200H INTRODUCED BY TWEETS

LAUNCHED AMSTERDAM, Amsterdam / LEXUS / 2011

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To launch the LEXUS CT 200h in The Netherlands we decided to focus on its desirability and introduction date: March 1st 2011. As a result of a 60-days prelaunch campaign with the tagline 'annoyingly close', many people already tweeted about how they were actually longing for the car to arrive in Holland. On March 1st these tweets were shown in a newspaper ad, inviting people to tweet the same day, using #CT200h, to express their excitement that it was finally available. During 24 hours all these tweets, even negative ones, were live on the homepage of Holland's largest news website.

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