This week, brands are getting creative with their marketing efforts to reach their unique target audiences. Check out some of their clever ideas in our Weekly Must Reads.

Lexus and Twitch Users Design Gamer-Friendly Car

Last week, luxury car brand Lexus partnered with Twitch user Fuslie to hold a two-hour interactive live stream. During that time, more than 20,000 viewers voted on polls to identify their ideal features for a gamer-friendly version of the Lexus 2021 IS Sedan. Potential features included gaming consoles, controllers, monitors, unique lighting, drinks and exterior wrapping. Lexus and Fuslie will host another live stream on February 17 to reveal the final results of the gamer-designed car.

This interactive experience is part of Lexus’ new “All In” campaign, which is focused on highlighting people who are “all in” on pursuing their passions. Other ads supporting the campaign feature microinfluencers who share their passion for products, which include sneakers and music production. Find out more about the latest Twitch marketing effort here: https://www.marketingdive.com/news/lexus-crowdsources-gamer-ready-car-design-on-twitch/593363/

The Most Expensive Piece of Art In the World

The “most expensive piece of art in the world” comes courtesy of…Natural Light? It’s true: the beer brand has created an art exhibit in New York City’s Grand Central Station that is made almost entirely of college students’ diplomas. If you add up the cost of each diploma ($180,000 on average), the total value of the installation surpasses $470 million. The piece represents the student debt crisis in the US, which has hit a record high in 2021.

Natural Light first began a ten-year campaign to support debt-ridden college graduates back in 2018, when they pledged to donate $10 million to students in need. In order to create the “Da Vinci of Debt,” as the art exhibit is named, Natural Light paid 2,600 college graduates $100 to rent their paper diploma. The piece will also be viewable via augmented reality on Snapchat for those who live outside of New York. Check out more details about Natural Light’s latest campaign here: https://www.forbes.com/sites/katedingwall/2021/01/13/natty-light-has-created-the-worlds-most-expensive-piece-of-art-in-grand-central-station/?sh=17057f7b5477

White Castle’s Valentine’s Day Tradition Continues

For 30 years now, White Castle has celebrated Valentine’s Day by transforming their fast-food stores into fine dining restaurants, complete with servers and themed décor. It’s a popular event for couples – White Castle averages 30,000 total dine-in guests on Valentine’s Day each year. This year, those celebrations will look a bit different, but the brand will still provide a special Valentine’s experience. White Castle fans can head to the restaurant on February 14 to enjoy a drive-in themed dinner, with food delivered by carhops and to-go boxes shaped like a vintage boom box.

In addition to the car-side service, White Castle is also providing guests a list of activities to keep them entertained in the car, such as their branded Spotify playlist, “The Slider Lovers’ Luv Channel.” Customers can reserve their parking space through the OpenTable app or on White Castle’s website. Dive in to all the campaign details here: https://www.prnewswire.com/news-releases/white-castle-opens-reservations-for-slider-lovers-point-a-socially-distanced-twist-on-its-30-year-valentines-day-dining-tradition-301205977.html

Barbie’s Virtual Makeover

Add Barbie to the list of brands experiencing a sales boost due to Covid-19. Sales for the classic doll were up nearly 30 percent last quarter, which marks the brand’s best performance in more than 20 years. Barbie anticipated that kids would quickly become bored with their usual toys while stuck at home, so early last year they invested in YouTube advertising to promote their growing catalog of YouTube “vlogs” and Netflix shows. The brand also promoted its new Dream House Adventures app, which now has 71 million downloads.

In addition to these digital improvements, Barbie has also focused on creating more inclusive toys. They’ve introduced dolls with a wide range of body types, skin tones and occupations in order to be “more reflective of the world girls see around them.” Learn more details about Barbie’s pandemic marketing plan here: https://www.thedrum.com/news/2021/01/13/blonde-ambition-vlogging-and-virtual-dream-house-help-barbie-realize-digital-future