NBCUniversal and Lexus announced Wednesday that they are trying something new to “DVR-proof” their late night advertising and keep viewers engaged: live, improv ads.
The four-week experiment in “real-time” marketing"—dubbed “It’s Your Move After Dark” and aimed at selling the new Lexus IS—kicks off Sept. 19 during NBC’s “Late Night With Jimmy Fallon,” which airs at 12:35am ET/PT.
Each Thursday night, an improv comedian will ask viewers during an early commercial break to suggest promo concepts using the hashtag #LexusIS on all social media platforms including Twitter, Facebook, Instagram and Tumblr.
The comedians will use the social-media submissions to come up with the ad’s content, which will then air live after the final commercial break. And because the spots are live improv, East Coast and West Coast audiences will see different promos.
“The new Lexus IS campaign is a perfect match for our young, incredibly social late-night audience and we are excited to break new ground with these ads,” said Jim Hoffman, EVP of Network Entertainment Sales and Marketing at NBCUni. “These live commercials combine real-time marketing with energetic comedic talent and reflect our commitment to push boundaries with clients by harnessing the power and reach of NBCUniversal’s portfolio and creative expertise.”
New York comedy troupes Fun Young Guys, Stone Cold Fox, MB’s Dream, and Magnet Theater Touring Company will contribute talent for the spots, which will become available for viewing on NBC.com the day after the live broadcast.
“By utilizing social and broadcast media simultaneously, ‘It’s Your Move After Dark’ breaks the traditional commercial mold and showcases the all-new IS in an entirely unique and DVR-proof way,” said Brian Bolain, Lexus corporate manager of marketing communications.
Brief Take: With larger number of viewers using DVRs and on-demand viewing to bypass traditional advertising, NBC and Lexus’ is rolling the dice with live ads to see if they can keep viewers engaged while moving luxury vehicles off the lot.
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