Lexus: RC Real-Time

What happens when you hand over creative control to Lexus fans? In 2017, we asked the internet to decide how we should customize a Lexus RC—and then brought their vision to life live on Facebook, installing every mod in real time over a 10-hour stream.

The result?
10,000% increase in engagement

5.3 million Facebook viewers
8+ million total impressions

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This first-of-its-kind activation earned AdWeek’s Media Plan of the Year and a Digiday Award for Best Live Moment.

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Credits:

Agency: Team One
Creative Director: John Dohrman
Copywriters: Brandee Dudenhoefer, Mike Rozycki
Art Directors: Natalia Ruiz, Ben Fong
Director: Gabriel Olson