Lexus is the latest brand to embrace the world of Web 3 and has launched a line of NFT hoverboards to promote the Lexus RX.

The campaign has been created with the help of The&Partnership and aims to bring in new audiences by engaging the next generation of drivers through an all-encompassing campaign. An interactive choose-your-own-ending adventure offers audiences a unique gaming experience that ends with a one-of-a-kind NFT prize. 

The campaign is the next instalment in the ‘Stay Ahead’ campaign which began with a campaign film that saw a secret agent escape with a mysterious briefcase from a team of baddies enabled by the Lexus RX. The next phase of the campaign builds upon the existing narrative and engages audiences by asking the question; now that the briefcase is secured, what is inside?

Audiences are invited to help crack the case by playing a long and taking part in the new choose your own adventure story. The game can be played as either a hacker or a locksmith and can be completed online or from dealerships. Once the player successfully completes the mission and unlocks the briefcase, they are then able to access a hoverboard NFT and are in with the chance of winning one of their own. 

“Phase 2 of the RX Campaign “Crack the Case”, inspired by latest gaming trends, allows us to make a connection between two iconic elements of Lexus brand -- the New Lexus RX, our most iconic SUV’s 5th generation and a NFT version of the Lexus Hoverboard that achieved immediate worldwide notoriety back in 2015,” explained Head of Comms Lexus Europe, Tommaso Grassi.

In 2015 Lexus was the first brand to create a working hoverboard with the help of The&Partnership to help bring to life it's ‘Amazing in Motion’ brand promise. This campaign embraces the capabilities of web 3.0 to bring the innovative spirit of the design to life and making it ownable for the very first time.

The bespoke Hoverboard NFTs celebrate five nations, France, Germany, Spain, Finland and Kazakhstan and aim to capture the essence of each country through design. The NFTs have been developed by design studio Coffee & TV and there will only ever be one of each piece created. 

Audiences are able to take part in the campaign via a platform integrated into the Lexus EU and host market websites, developed by Kin + Cartz or within Lexus dealerships.

The campaign launches on 24th April 2023, with the opportunity to win one of the NFTs will be live until 31^st August in participating markets.

The innovative use of Web 3 and NFTs exemplifies the brand’s future thinking and enables Lexus to bring its cutting-edge designs to life in a way that might not be possible otherwise. The campaign shows how new technologies and gamification can be used to engage new audiences.