NEW YORK--(BUSINESS WIRE)--Continuing its innovative reputation, Lexus, in collaboration with Comcast Media 360, a business unit of Comcast Spotlight, has launched a new branded interactive television (iTV) channel across Comcast’s Xfinity On Demand platforms, showcasing their new 2014 vehicles.
Xfinity TV customers can access the Lexus channel on their televisions via the Xfinity On Demand menu, the XFINITY TV Remote app, or online at Xfinity.com/TV. They can also access the channel directly from interactive overlays on Lexus TV spots and interactive program guide banners (known as telescoping). To take advantage of Comcast’s cross-platform reach, the branded experience also will be available online as a rich media banner, mirroring most components of linear channel functionality.
Both the Xfinity TV channel and the online experience offer original branded content, photo galleries and the ability to request an “e-brochure.” The Xfinity TV channel also includes an on-screen maze game.
The collaboration between Comcast Media 360 and Lexus fulfills several distinct goals for the car manufacturer, including: extending the reach of Lexus’ media campaigns; expanding the company’s category-leading, addressable-targeting strategy; delivering a multi-platform experience to prospective customers; and gaining valuable, actionable insights through a custom campaign effectiveness study.
“As a result of the time-shifted and on-demand behaviors of today’s consumers, this partnership leverages the scale of the Comcast subscriber base while providing deeper brand engagement with Lexus product and lifestyle content,” said Teri Hill, Lexus Media Manger. “Given our success with advanced advertising solutions in the past, our objective is to invite new and existing customers to engage through a rich branded entertainment experience.”
The Lexus-branded iTV destination is a part of a comprehensive, multi-screen media campaign consisting of television advertising across multiple cable networks, online video and VOD pre-roll, all delivered via Comcast Media 360.
Added Andrew Ward, Group Vice President, Comcast Media 360, “Our ability to reach luxury vehicle intenders across multiple screens and drive deeper engagement for our customers with the Lexus interactive TV channel results in greater effectiveness. Working with Team One, we will measure the results attributed to the campaign to demonstrate the effectiveness of this approach.”
Lexus launched in 1989 with two luxury sedans and a commitment to pursue perfection. Since that time, Lexus has expanded its line-up to meet the needs of global luxury customers. Lexus is now going beyond its reputation for high quality vehicles with the integration of innovative technology, emotional exterior and interior designs, and engaging driving dynamics and performance. With five models incorporating Lexus Hybrid Drive, Lexus is the luxury hybrid leader. Lexus also offers six F SPORT models and two F models, including the LFA supercar, for top-of-the-line performance. In the United States, Lexus vehicles are sold through 233 dealers who are committed to exemplary customer service.
About Comcast Media 360
Comcast Media 360 is a business unit of Comcast Spotlight. Comcast Media 360 partners with innovative brands in the design and delivery of media campaigns that leverage addressability, interactivity and learning across the full portfolio of Comcast's media assets: TV, online, VOD and mobile/tablet platforms. This team works with leading media analytic companies to design, develop and deliver customized ad effectiveness research studies that extend campaign measurement beyond traditional metrics and better measure return on investment. For more information, visit www.comcastmedia360.com.