THE CHALLENGELexus needed a way to increase their fans count and boost social engagement.
THE OUTCOMEThe idea was to create an experience that true fans can be a part of. We created a social online graphic novel, powered and driven by fans. Every like, comment and share contributed towards, and decided the story. Fans even got to name one of the characters.
A (graphic) novel approach to recruiting fans.
The story was told through weekly social postings on Facebook.