Dive Brief:

• Lexus is promoting its latest LC model through a short film collaboration with music producer Mark Ronson that comes paired with an interactive music sequencer, according to a company press release. 
• Drivers can visit Lexus' European website to access a custom interactive interface based on the Novation Launchpad music sequencer. The sequencer is pre-loaded with stems and sounds curated by Ronson which can be strung together to create personal soundtracks that play over the short film and can be shared on Facebook, Twitter and Google Plus.
• The "Make Your Mark" short featuring Ronson was shot in noted music hotspot Ibiza, which informs the sequencer's sound. Ronson also created his own beat to serve as inspiration for any aspiring DJs.

Dive Insight:

Lexus' latest push fits into a broader trend of brands building campaigns around user-generated, highly shareable content. The hope is that, on top of providing an additional interactive touchpoint, people will be eager to publish their creations on social media, providing an awareness lift and even achieving a sort of virality.   

One of the biggest challenges with these types of efforts is making sure consumers know that the content creation tools are out there and then drawing people in to engage. A celebrity influencer like Ronson, who's responsible for mega hits such as "Uptown Funk," should be more than enough to generate some fan chatter, and the Novation Launchpad music sequencer is robust and responsive, adding a lot of variety.   

Tire brand Firestone recently unveiled a similar social media contest that challenges racing fans to best sports legend Mario Andretti in various tasks like egg peeling by sharing videos with the hashtag #RaceAndretti.