The 2023 US Open Golf Championship. One of sports most iconic events, taking place on a global stage, and set in Los Angeles for the first time in 75 years. The stage was set for Lexus, the proud automotive sponsor of the USGA, to share a one-of-a-kind immersive, electrified experience inspired by drivers and fans.

Putting the audience at the center, Lexus presented attendees with interactive experiences and luxury hospitality. A hospitality chalet placed at the prized 18th fairway rewarded Lexus owners and prospects with an invite-only “apres-golf” getaway. Meanwhile, over 300 Lexus vehicles served as the courtesy fleet to players, staff and VIPs, shuttling them in the comfort that only Lexus can provide. 

Wanting to make a mark with younger consumers while also connecting long-time fans, an experience was imagined that gave attendees a glimpse into the future of Lexus. The Lexus Electrified Experience connected attendees with Lexus’ most advanced technology vehicles, while amping up club-in-hand games with powerful performance and technology. Visitors could participate in an AR putting challenge playing against the clock, while the first-ever all-electric RZ 450e lit up as they scored points on the board. If a swing evaluation was more their game, visitors could have their swing evaluated by professional coaches using 3D biomechanical analysis while the RZ 450e lit up at their peak performance.

To extend reach beyond the course (and to create a bit of FOMO), a social content series was built hand-in-hand between Team One experiential and social and digital teams, capturing the event to share across digital platforms. All visitor experiences provided ways to share their game victories, including a chance to take a photo with the U.S. Open Trophy to commemorate their time at the event.

While Wyndham Clark showed his skills on the fairway to win the 123rd U.S. Open, Lexus managed to win over drivers and fans with another electrifying experience they won’t soon forget.