In June Lexus introduced a hoverboard that actually worked.
It was a great way of highlighting the Lexus philosophy of "There is no such thing as impossible, it is just a matter of figuring out how."
It's not selling a car, it's selling a way of thinking. The innovation and effort they've put in to making the hoverboard a reality reflects on the attention to detail they put into making their cars. As they say on their website:
"Like all Lexus design, the board's design features a balance of crafted details, modern materials and technical innovation. Inspired by classic skateboarding and Lexus design principles, the result is the perfect balance of the natural and high tech."
This for me, is a great example of brand story, and I'm sure the 15 million people who've viewed the video online would agree.
HOWEVER......they've missed a trick. A huge trick.
Yesterday, October 21st 2015, was the day Marty McFly and Doc Brown have their first experience of the hoverboard in Back To The Future Part 2.
There has been a vast amount of press, TV coverage and events organised to mark this day.
Just imagine if Lexus had launched their hoverboard yesterday instead of four months ago, it wouldn't have been big news it would have been huge!