Lexus On Field Drive at San Diego Padres

Southport created two (2) Lexus concierge VIP vehicle displays that were positioned at the two highest trafficked ticketing gates at the stadium. All fans who participated received a Lexus premium and were registered for a chance to win the “On Field Drive” promotion.

As part of their new product launch plan, the Lexus Dealers leveraged their sponsorship of the San Diego Padres in order to introduce the all-new Lexus GS F sport and RX cross-over models to San Diego’s affluent baseball fan.

Lexus’s sponsorship consisted of the newly created “Lexus Lounge” on the club level of Petco Park, the Lexus VIP parking area that offered Lexus owners complimentary VIP parking, and the “Lexus On-Field Drive” promotion which gave all fans the unique opportunity to register for a chance to “test drive” the Lexus RX model on the field during the middle of the 3rd inning!

To garner fan participation and registration in the “Lexus On-Field” promotion, Southport created two (2) Lexus concierge VIP vehicle displays that were positioned at the two highest trafficked ticketing gates at the stadium. All fans who participated received a Lexus branded t-shirt or baseball bat keychain and were automatically registered for a chance to win the “On Field Drive” promotion. Additionally, fans were greeted by promotional ambassadors and a Lexus Product specialist who answered questions and highlighted key features and benefits about the Lexus GS and RX models.

At the end of the season the Lexus campaign brought about great visibility and brand recognition with over 150,000 consumer impressions, 3,600 consumer interactions and 1,000 consumer leads over six game activations.