Lexus created a Twitch activation on January 13 to promote its 2021 IS sedan, where viewers on a Twitch stream created a customized version of the car for the gaming community.
The Twitch activation was hosted by Fuslie, a streamer on the platform, who hosted a two-hour stream where 23,000 people watched. Fuslie used the poll feature on the platform to take input from viewers when creating the customized vehicle. The design included gaming consoles, a 3-D printed controller, monitors, lights, and a car wrap. Another Twitch activation will take place on February 17, where the final design will be revealed.
"The marketing campaign, like the new IS, is equally authentic and celebrates those who fully embrace their passions," said Lisa Materazzo, the vice president of marketing at Lexus.
Livestream Car Activations
Lexus Launched a Twitch Activation to Promote Its 2021 IS Sedan
Trend Themes
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3. Gaming Industry Partnerships - Partnerships between automakers and gaming industry influencers provide an opportunity to reach younger audiences and gain visibility within the gaming community.
Industry Implications
1. Automotive Industry - Livestream car activations showcase innovative opportunities for automakers to redefine the car purchasing experience and reach new customers through interactive marketing.
2. Gaming Industry - Partnerships between automakers and streamers in the gaming industry indicate a shift toward gaming-related marketing tactics and reveal an opportunity to attract younger consumers.
3. Marketing Industry - Innovative marketing campaigns, such as livestream car activations, demonstrate a need for marketers to explore new and creative ways to engage with consumers and leverage emerging technologies in their campaigns.