Lexus online promotion to create awareness of St. Baldrick's Children Cancer Foundation. St. Baldrick's Children Cancer dares participants to shave their heads for sponsorship and to draw awareness to the plight of child cancer patients.
Gallery was integrated with Instagram for social video sharing, viral growth and vote canvassing.
Lexus customers and social media users.
We designed a site that would inform the audience of the charity and their pending challenge. Participants filmed themselves getting their heads shaved and making a case for their claim to a Lexus IS. Uploaded videos were posted to Instagram and then submitted to a gallery via registration on the site. Gallery was integrated with Instagram for social video sharing, viral growth and vote canvassing. Users with highest vote counts entered into Sweepstakes to win a Lexus IS. Increased brand awareness of St. Baldrick's work and Lexus’s support.