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USA Network – Lexus/Suits

Posted by never.no on Feb 15, 2016 5:21:28 AM
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suits lexus usa network social tv promosUSA Network has been using never.no’s STORY-VR platform to bring live social to Lexus-sponsored promos airing during the drama series ‘Suits’.

The latest season of Suits has beefed up the focus of social by letting fans drive content for the show and ad spots. It has resulted in a 22 percent increase in Lexus’ brand favorability, according to Adweek.

“We were always creating content to give to these fans,” Colleen Mohan, svp of brand marketing for USA Network, told Adweek. “In season five, it’s really the fans who are creating the content.”

A branded custom vignette asked fans to submit their own photos on Facebook and Instagram using the hashtag #SuitsInspiration. Some of the photos appeared during episodes in a first-of-its-kind social TV ad. “Lexus really wanted to be part of Instagram,” said Mohan.  –Adweek, Aug 26, 2015

The Lexus #SuitsInspiration campaign kicked off June 24th with a call-to-action on TV, online and on social media featuring Suits star Patrick J Adams.

Throughout the Summer, for six of the Suits 1-hour premieres, STORY-VR was used to collect the fan’s live #suitsinspiration photos, produce instant custom videos/vignettes and provide previews for the client to approve remotely.  Final videos were then rendered within seconds and delivered at broadcast specs directly to NBCU’s play-out system for air at the end of the same episode.

STORY-VR is an extension of the standard STORY capabilities, offering the ability to render individual video ad/promo spots within minutes, meaning each spot can be unique. Our ability to add live or near live engagement with ad/promos has already proven to increase ratings, engagement levels, dwell time and purchase intention when compared to traditional spots.

Take a look at the article on AdWeek.com:

lexus

Lexus has partnered with the USA drama Suits for all five of its seasons. And with the summer finale airing tonight at 9 p.m. ET, the network is sharing a bit of good news about that partnership: It has resulted in a 22 percent increase in Lexus’ brand favorability, according to USA’s internal research.

This season, USA and Lexus have let the fans drive the content by beefing up the social aspects of the campaign, even incorporating Suits star Patrick Adams’ side career in photography. “We were always creating content to give to these fans,” Colleen Mohan, svp of brand marketing for USA Network, told Adweek. “In season five, it’s really the fans who are creating the content.”

A branded custom vignette asked fans to submit their own photos on Facebook and Instagram using the hashtag #SuitsInspiration. Some of the photos appeared during episodes in a first-of-its-kind social TV ad. “Lexus really wanted to be part of Instagram,” said Mohan.

Lexus also sponsored a new recap series hosted by Johnathan Fernandez that ran on USANetwork.com and Video on Demand. The weekly series’ name, #SuitsCritic, came directly from the fans, who began using it as a hashtag in earlier seasons. “That was organic, where they were just commenting on the show,” said Mohan. “It was full of their opinions.”

For the last three seasons, USA has produced an interactive Web series, Suits Recruits, based on the show’s characters, but Mohan explained that Adams’ passion for photography provided them the perfect opportunity to give fans a more personal look into the people behind the show. “[Suits Recruits] were very character based and character focused,” she said. “Fans just want more behind the scenes; they want more access to the actor.”

The shift to social was inevitable, said Mohan. “We follow the fans. We do a lot of listening to find out what they’re saying and what they’re doing. Lexus is doing the same thing.”

USA is not planning anything special for tonight’s summer finale, but Mohan expects viewers to light up the Twittersphere once the credits roll. “There’s going to be a lot of chatter,” she said.

Source: http://www.adweek.com/news/advertising-branding/how-popular-show-usa-has-given-lexus-big-lift-166553