Team One, the advertising agency behind Lexus, had a problem. The marketers needed to get the 2017 car line in front of the masses, but they were running into some concrete obstacles. Stadium-sized ones.
They quickly decided that sporting venues were the ideal locations to reach their target audience, as these buildings have both the density and the right demographic composition. Lexus already paid a premium to operate inside these structures, sponsoring exhibit spaces such as the Lexus Courtside Club at Staples Center and the Lexus Dugout Club at Dodger Stadium. There was only one problem: Building restrictions and transport logistics prohibited the team from installing a fleet of cars inside each venue to present to prospective buyers.
Team One got creative. It also got Ashley Crowder, CEO and co-founder of VNTANA, an augmented reality hologram company that designs scalable and interactive holograms.