NBCUniversal and Lexus Partner for First Ever Live, Real-Time Marketing Broadcast Commercials
NEW YORK, September 18, 2013 – NBCUniversal, in partnership with Lexus, today announced “It’s Your Move After Dark,” the first truly live, real-time marketing broadcast commercial campaign that will launch the all-new Lexus IS. The ads will take advantage of real-time marketing by allowing viewers to contribute ad concepts via social networks to influence the creative for the Lexus advertisements. This unique, interactive cross-platform initiative will be comprised of a series of live, improvisational short comedy ads that will run in the commercial pods during NBC’s Late Night with Jimmy Fallon (12:35am ET/PT on NBC). The ads will be based on real-time viewer social media submissions each Thursday and performed by some of New York’s best improvisational comedy troupes including Fun Young Guys, Magnet Theater Touring Company, MB’s Dream and Stone Cold Fox.