Lexus Case Study “The Other Side of Lexus” connected ads put consumers in the driver seat.
To engage 25–34 year old men and promote its F Series performance vehicles, Lexus partnered with Team One and Microsoft to launch an innovative multi-screen campaign called “The Other Side of Lexus”. In this Creative Sequencing, Seth a car and sport enthusiast, begins the first part of Lexus’s extreme sport series “Ride with the Other Me” on one screen, then is able to follow a progressive story of adrenaline-pumping adventures, including sky diving, cliff jumping, and stunt driving, across different devices throughout the day, each time picking up where the series left off. The campaign culminates in a full-screen experience where Seth can watch more videos and explore the high-performance Lexus F Series. Take a look!
Lexus used this innovative multi-screen campaign to build relationships with millennial men and succeeded by increasing awareness for their sport vehicles, reaching their target on a broader scale. The most effective content are based around a story that gets the attention of others to engage with your brand longer. All the high impact content led to an above benchmark click-through rate of 1.3% and 2.1% user interaction rate. The online video ad played a crucial role for Lexus to reach their audience wherever they are and extend the impact of their integrated campaign.
With consumers constantly switching between desktop and laptop computers, tablets, mobile phones, wearable devices, and connected TVs, it’s difficult to target users with relevant ads. However, a multi-screen strategy is the future for marketers. According to an October report from eMarketer, U.S. adults are expected to spend 22.9% of their time in 2014 on mobile devices (non-voice), compared to desktops/laptops at 17.7%. The average time spent on mobile per day has jumped from 3.7% in 2010 to 13.4% in 2012 and now to 22.9% for 2014 (per the chart below).
This increase signals that consumers are quickly taking hold of more screens, and marketers should follow. Marketers should understand the role of each device in order to know how to evaluate the performance of the campaign and the performance by platform. Streaming media is appealing to marketers because it represents a seamless way to integrate audio and video into a website and it allows companies to speak directly to current and prospective customers and to promote their products in a visual, interactive manner.
“Technology is putting consumers in control of what, where, when and how they consume content, so it’s incumbent upon marketers to go find their audience and aggregate meaningful impressions across multiple video screens,” said Andrew Ward, group VP of national advertising sales for Comcast Media 360.
Ever since I noticed the buzz around ABC network primetime show Scandal via social media I have been hooked. ABC and the writers are selling an experience and engaging millions of people with weekly do not move from your seat episodes. ABC aired their fall finale of Scandal Season 4 on November 20th, 2014 with a return date of January 29th!
Scandal, a phenomenally popular television show on ABC, has much to teach the social media marketer. Scandal stars Kerry Washington as the fearsome and formidable Olivia Pope, a former White House staffer and professional “fixer” who spends her time managing the crises of Washington’s elite, dodging attempts on her life, and thwarting the advances of her former lover (the President of the United States, no less). There are plenty of conspiracies to unravel and backs to stab, so it’s no wonder that critics and viewers were slow to take to the show when it first aired. Yet by the conclusion of its second season (2013), the show was a bona fide hit, regularly drawing almost 9 million viewers. It’s up even more in the key demographic Adults 18-49 +43% compared with last season, according to Nielsen.
So how is emerging media affecting today’s marketing efforts?
Scandal has become a live event where the DVR is not an option. People are spending time in front of the TV with digital and mobile devices and from my experience Twitter is the main way people are interacting with the program followed by Facebook.
With over 500,000 Twitter followers and 4.3 million tweets last season ABC succeeded in growing “Scandal” brand following.
Use specific hashtags and existing fans or (#gladiators the label devotees have adopted for themselves) to drive new fans to the show via Twitter. The network, ABC, actively drives viewers to the live-tweeting using both on-air hashtags and promos tagged with voice-overs such as “to tweet with Kerry Washington, use #AskScandal.” After the star Kerry Washington finished live tweeting she gained more than 16,000 followers in one night.
By using Twitter and Facebook in just a few creative ways mentioned above, the network has enhanced their traditional ways of advertising in attracting viewers to the show. The combined social network and ratings growth from season one (2012) to season three (2013-14) is truly an overnight success.
Tweet with @kerrywashington and @KatieQLowes tonight at 7PM ET and ask all of your questions using #AskScandal!