Lexus rolls out interactive channel via Comcast to lure buyers

Article by Anita Panait, on March 7, 2014

Lexus has launched a new interactive channel via Comcast aimed at attracting consumers while providing a new look at the luxury brand. The channel features photo galleries and games as well as on-demand TV content like the Lexus-produced "Verses and Flow" poetry show and "Shut Up and Drive" show for car lovers.

According to Lexus, it is intrigued by the scale of the Comcast subscriber base – boasting of around 20 million video-on-demand subscribers. Lexus collaborated with Comcast on the design of the interactive channel, which features a main screen in the center for viewing content and flanked by three selectable images that show other options. 

Viewers can also find other options under the center screen – they can ask for a brochure; select a photo gallery; or play an on-screen maze challenge with their remotes.

The interactive channel features an online hub based on the TV layout – sans the maze -- in which Lexus can use Polk vehicle registration data to direct advertisements toward a targeted audience.  Users could click on banner ads online linked to lexus.com.

Subscribers can also view the content on their TVs from the Xfinity On Demand menu or Xfinity TV Remote app and on the Web at xfinity. com/tv. The channel is 892 or 992, depending on the market. Lexus Media Manager Teri Hill called the interactive channel a "full-branded experience" that shows another side of Lexus.

"With Comcast, we're looking at this as trying to reach an audience beyond a 30-second TV commercial," Hill said. [source: automotive news - sub. required]

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