Taking advantage of the Xbox 360's internet-linked real-time gameplay, Lexus is reaching out to players 18-34 via an arrangement with game developer Atari, writes MediaPost.

Atari, a subsidiary of France-based Infogrames Entertainment SA, this week launched a free downloadable test-drive patch for its Test Drive Unlimited multi-player game. The "Lexus Car Pack," available at Xbox Live Marketplace, is for Xbox 360 owners who have already purchased the game, which allows thousands of virtual drivers to race around miles and miles of open road.

Atari is promoting the Lexus content via online trailers, similar to movie trailers, as well as a push on Atari and Lexus community forums. Five virtual versions of Lexus vehicles will be rolled out, starting with the Lexus GS 450h hybrid-powered luxury sport sedan and Lexus LS 460 premium luxury sedan.

Lexus released a patch for the game last year to coincide with the launch of its IS 350. That patch hit 150,000 downloads as of two weeks ago.