There’s no better way to reach young males than the Sports Illustrated swimsuit issue. So we gave Lexus much more than a print ad. First, an iPhone game let players race on a track shaped like supermodel Tori Praver. To make it more experiential, we actually built the racetrack for professionals to race on. Next came an app called Supermodeled, which lets you add Tori to any photo. Beyond being shared and talked about, these ideas helped launch the Lexus GS from 11th to 3rd in its category.