Lexus claims to be the first automaker to reveal new models using Vine, Twitter's 6-second video platform.
The brand plans to unveil its Lexus RC sports coupé and Lexus LF-NX turbo compact crossover SUV concept at the Tokyo Motor Show on Nov. 21. That same day, Lexus will ask its Twitter followers to send a tweet with the hashtag #LexusInTokyo, requesting details about the models. The automaker will select two tweets per hour from 9 a.m. until 7 p.m. JST (14 hours ahed of ET) to reply to with a Vine video illustrating the requested details.
See also: Twice as Many Top 100 Brands Use Instagram Video as Vine
Though Taco Bell used Vine to introduce its Cool Ranch Doritos Locos Tacos in February, few other brands have used the format for such a purpose. Among automakers, Ford is credited with starting the trend of introducing new models via social media. In 2010, Ford used Facebook to launch its 2011 Fiesta.
The brand used Twitter to introduce Fiesta to Argentina the following year.
Image: Getty/Joe Raedle