Lexus + NFL - Live Halftime Show
The sad thing about this idea is you, which we knew going into it, was that you couldn't properly enjoy it the next day. We created an industry first for the launch of the new Lexus LX—a live, mobile-only halftime show broadcast on Periscope, Meerkat and YouTube Live simultaneously. Thankfully we captured the video and posted it YouTube, which you can see to the right. This was the single hardest production I've ever been a part of, but the most rewarding.
Charged with giving this first-of-its-kind SUV an original and remarkable social activation, we decided to adventure to new territory: live broadcasting apps. To maximize views, we crafted this idea to be a Thursday Night Football halftime show. Lexus is the official TNF sponsor, so the partnership was already there.
We wound up making a nine minute, one take, no cuts video with three (or four) surprise stunts. This activation was particularly well received by Lexus enthusiasts, whom had been waiting for this release for months. This bit is considered one of the most engaging brand Periscopes to date. Check out the screenshots for a few examples.
The thing that really set this activation apart from our competitors was that it wasn't a simple walk around, which everyone does all the time. It was well-produced, it was interactive (we took questions), it had action (we performed live stunts), and it was fun (we had a live musician and giant confetti cannons).
Stay tuned for the case study...
The Live #LexusLX Halftime Show