MARGATE, Fla. — JM Lexus, which touts itself as the brand's No. 1 volume dealership in the world, launched a new promotion Wednesday to drive traffic through its social media accounts on Facebook and Twitter.

Participants who register through the dealership's pages on these sites can win two Muvico movie tickets. Store management dubbed the campaign "Night at the Movies."

To participate, contestants do not have to be a JM Lexus customer and no purchase is necessary. They can register by going to the store's page on Facebook or Twitter.

The dealership plans to announce winners on both sites each day at 11 a.m. and 6 p.m. EDT. The store also is looking to give away passes to the first participant who clicks on the "Get Tickets" icon at a randomly selected time every day.

JM Lexus said the promotion ends Aug. 31.

Store executives explained they've recently expanded their online presence to a variety of social media networks as part of their overall business strategy.

"In addition to promotions and offers, it provides useful information to its online communities, such as tips on vehicle maintenance," the dealership emphasized about its ramped-up efforts on Facebook and Twitter.

"Known for its excellence in customer service, JM Lexus' social media team continues to research and implement innovative ways to serve its guests," store officials added.

JM Lexus noted the promotion is built on the GOSO platform, a social media management system specifically geared for the auto industry.