Lexus and the Gamer’s IS on Twitch

Lexus came to Twitch with one goal: drive awareness of the new Lexus IS among Twitch’s incredibly discretionary gaming audiences. The solution? Give the Twitch community control over creating an IRL custom Lexus IS specifically made for gamers–together!

We knew that recommendations from the community are the single greatest motivators for Twitch users who intend to purchase a car, so we created an atmosphere for group collaboration and conversation to let this happen naturally.

This 2-part stream series consisted of a design stream and a reveal stream. Our stellar streamer talent, Fuslie, led the design experience over the course of a stream, talking through all of the customization options, connecting with chat, and reminiscing on her own personal stories about her past Lexus vehicles. Twitch chat voted on the different customization options via a custom extension, a native integration that adds even more interactivity to the Twitch experience. Options included the vinyl wrap, interior lighting, custom trunk, PC build, gaming controller and drink cooler. The custom poll embodied the look and feel of real racing games, making the entire experience not only engaging but deeply authentic to our audiences interests. Viewers voted to deck out the Lexus IS with a curved gaming monitor, cutting edge gaming hardware, and plenty of cyberpunk neon accents. 

Chat participation was poggers to say the least - people were amped  to debate the customization options, and appreciated that the options were catered  to gaming culture in a deep way.

Next up–the build out!

Lexus took the audience selections and got to work. They partnered with SCPS to integrate all of the winning elements of the fan-built vehicle, and captured BTS footage to share during the reveal stream and give the community a peek into how the customization went down. 

Revealing the custom IS to the community

The reveal stream kicked out with a recap video of stream one, reliving the collaborative experience and reminding audiences of the awesomeness they were about to see. The stream took Fuslie out of her bedroom and into a studio so she could bring an up close look of the vehicle to the audience. Fuslie was also joined by a Lexus designer, Don, and together they toured every detail of the car. The stream also shared the BTS build footage - bringing the community into the experience even further. 

Chat couldn’t believe seeing their creation come to life. Between fan love of Fuslie and the attention to detail from Lexus, the community couldn’t have been happier with the results. Members of chat were even rallying together to try and buy it! They loved, Don, too.

Results
The activation was a massive success, proving that simple is better and listening to the community pays off big.

Stream 1: 2 hour standard sponsored broadcast
737,645 Total Views (Outperformed benchmark by 4x)
554,381 Total Uniques (Outperformed benchmark by 4x)
33,517 Peak Concurrents (Outperformed benchmark by 4x)
28,498 Chats (Outperformed benchmark by 3x)

Stream 2: 1 hour sponsored broadcast:
386,275 Total Views (4x Benchmark)
309,593 Total Uniques (3x Benchmarks)
36,010 Peak concurrents (5x benchmarks)
29,343 Chats (3x Benchmarks)