Lexus:
Lexus brought a video game setup that made me do a double-take. It wasn't big, gaudy or flashy, but it was a great partnership. Lexus had three driving simulators set up running the highly anticipated Gran Turismo 5 Prologue that's due out in mid-April. Since it was obviously a Lexus partnership, the only vehicle available to try was the Lexus IS-F. You'll get my first impressions on the game later, but it was unique how much Polyphony, the developer of the Gran Turismo series, put into this event. The first day of the show, the simulator was running a custom-build platform (meaning the developers sent out a special copy of the game just for the show), but Polyphony managed to overnight Japanese retail builds of the full game to be used on the simulators. A groggy representative told me he was up until 3 a.m. waiting for the retail build and setting up the simulators to properly work with a PlayStation 3 and the Japanese game. That a lot of midnight oil for a cross-marketing opportunity.