LEXUS RALLY OF THE DAY

How do you launch a new steering technology through a tennis sponsorship? You turn the best daily tennis rallies into virtual car rallies you can drive. The Lexus Rally of the Day lets you experience New Zealand’s first Steer-by-Wire technology by using your mobile phone as a Yoke steering wheel. 

 

Every day of the two-week ASB Classic tennis tournament we plotted ball data from the best rally on a digital replica of Auckland’s tennis stadium within an in-browser app. The number of hits, angle of trajectory, and the ball speed of each shot created that day’s Lexus Rally to drive. Instead of explaining Steer-by-Wire, Lexus enabled people to experience it for themselves.