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Lexus Creates New Cross-Media Brand Campaign Using Macromedia Flash And Director
Lexus Site Visitors Can Create Their Own TV Commercials Using Macromedia Shockwave Player

Macromedia, Inc. (Nasdaq: MACR), the leading provider of solutions for compelling and effective Web sites, today announced that Macromedia Flash and Director 8 Shockwave Studio are at the core of a cross-media advertising campaign for the new Lexus IS 300. The unique marketing campaign was created to stretch the automaker's brand beyond its luxury, high end status to one that would appeal to a younger, more hip audience.

In addition to Macromedia Flash content on its Web site, which guides users through the features of the new sports sedan, Lexus enabled its site visitors to create a 30-second commercial using the Macromedia Shockwave Player. One site visitor, out of the more than 2,000 who submitted commercials, won a brand new Lexus IS 300 and saw his commercial air on ABC's "Who Wants to Be a Millionaire?" as part of the promotion. The radical Lexus promotion pushes the limits of technology with an amazing real-world example of how Web and television media can converge using Macromedia Flash and Director 8 Shockwave Studio.

"The Lexus site is a clear example of the convergence of the Web and television, and leverages the unique strengths of Macromedia Flash and Shockwave content," said Tom Hale, senior vice president of product marketing for Macromedia. "Macromedia Flash provides the high-quality, interactive user interfaces and car walkthrough, and the Macromedia Shockwave content turns Web visitors into video producers through a custom drag-and-drop editing application."

The innovative, engaging site at www.lexus.com/is/ has received more than 350,000 visitors since its May launch. The user interface for the site was created in Macromedia Flash, the standard for producing high impact, vector-based Web sites. The video editing application for creating the commercials used the highly interactive capabilities of Macromedia Shockwave content.

Macromedia Director 8 Shockwave Studio is the authoring environment for creating and delivering engaging Macromedia Shockwave content. Macromedia Shockwave content was used to enable site visitors to create a commercial by turning their Web browser into a fully-operational edit bay, where users could assemble their own Lexus commercials by selecting from 67 video clips, 52 stills, and 14 musical soundtracks. The clips were all editable within the Shockwave application, and users could add text and effects on top of the video.

"The IS 300 Sufficiently Radical Contest enticed the technically skilled and multimedia savvy to display their creative skills while also generating excitement and high visibility for the launch of the IS 300," said Robin Pisz, national manager, Internet marketing for Lexus, a division of Toyota Motor Sales USA. "Macromedia Flash and Director made sense as the perfect tools to create a cutting edge application that would still be accessible to a majority of our users."

The creators of the site believe, "If it wasn't for Macromedia Director and Shockwave, our development would have taken twice as long," said Mark Arana, vice president, technology for Dream Theater, Inc. "Having access to a broad range of multi-media tools and an elegant scripting language allows for rapid prototyping and tuning to achieve results that would normally take years to develop, rather than weeks. Macromedia Director which creates Shockwave content, is the most flexible, manageable, scalable, direct, interactive application development environment we've ever experienced."

The ubiquity of the Macromedia Flash and Shockwave Players is a contributing factor in the growing number of sites that deploy these technologies to deliver visual flair and rich interactivity. More than 91 percent of Web surfers can view Macromedia Flash content online, and more than 51 percent are able to view Shockwave content, without having to download and install a player, according to an NPD Online Research survey conducted in June. By combining these figures with IDC's current estimate of 269 million Web surfers that percentage translates to more than 248 million who can already view Macromedia Flash content, with 137 million able to immediately experience Shockwave content.


unknown, July 11, 2000 PRNewswire

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