Count Lexus as one of the first major brands to dive into the sports social media gaming space, as the luxury auto maker has partnered with NBC Sports to produce a game that allows sports fans interact with sports trivia and win prizes during the NFL Playoffs.

Called TweetDrive Engineered by Lexus, the promotion is essentially a “social media activation tool,” according to an AutoGuide report. Sports fan register with Twitter, follow the game during NBC broadcasts of NFL football games and tweet answers to trivia questions to #LexusTweetDrive. Each correct answer delivers yards toward a touchdown, and each touchdown enters fans into a drawing for two tickets to a 2012 NBC Sports sporting event.

The move is significant because it marks the expansion of brand advertising during sporting events into social media tie-ins. Super Bowl XLVI on February 5 will mark the first time Lexus has advertised during the NFL Championship game, and that it felt the necessity to include a Twitter tie-in is likely to be matched by other brands in the years to come. That means a growing number of consumers will not only be watching the game at parties in coming years, but interaction with a smart phones or tablet during the game will become a standard practice.

Lexus Vice President of Marketing Brian Smith announced the program.

“TweetDrive Engineered by Lexus offers a unique way to challenge sports fans to put their knowledge about football and social media to the test,” Smith said. “There is a lot of excitement about football this time of year and Lexus is pleased to join in the action through this program.”

In engineering the campaign, Smith moved quickly to put Lexus out front of social media promotion tied to Super Bowl commercials. He was named Lexus’ marketing chief in September after Toyota hired former Lexus executive Dave Nordstrom to head its social media strategies, according to a Lexus Enthusiast report.

Lexus VP of Marketing Brian Smith breaks new ground with social media campaign during Super Bowl