To launch a new vehicle, reach is key. Lexus teamed up with ABC’s highest-rated new drama, Quantico, to ensure not only a mass audience, but also one that is highly engaged. To align with the campaign's objectives, Lexus decided to tease Quantico fans with an immersive, canonical experience for the mid-season launch utilizing first-ever 360? video technology for ABC. The execution showcased the LX as adventurous and thrilling through a high-stakes content piece with lead characters and you, the viewer, as part of the action inside and outside the LX.

In order to increase interest in our content piece, we knew we needed to engage with Quantico fans when they were most eager. Thus, we used the mid-season return of the show as our launching platform in order to tease excited fans and capture their attention. Since VR technology is still a new space, we knew that ease of accessibility was the top priority for this execution. Therefore, we launched the three-and-half-minute content piece on YouTube and Facebook 360 desktop and mobile environments, in the Apple TV app store, and at the Oculus Rift app store, so that viewers could consume content with a VR headset. Social and on-air call-outs teased the content with a co-branded commercial, and weekly posts teased the 360 content piece and behind-the-scenes video.

Launched ABC’s VR experience

Over 2.9 Million videos views

With each viewer spending 93 seconds in the Lexus LX

33MM earned media impressions (coverage in Variety, Fortune, Adweek and more)

Overall, “GS F The Bracket” shattered expectations:

• 64K+ total registered users (exceeded Yahoo’s registration goal 26%) with users revisiting “GS F The Bracket” 6x on average

o 166MM+ total impressions (over-delivering by 38%) with 1.3MM+ total page views for “GS F The Bracket” Microsite

• 23MM+ total video impressions (over-delivering by 266%)

o 268K+ Video Starts for Yahoo! Tourney Bracket Live Show, featuring Lexus Branded Integration (74% increase in viewership from 2015)

o 19MM+ video impressions delivered for Tourney Pick'em Team Preview Videos (over-delivering by 1,277%)

• 54MM+ earned media impressions with coverage from Forbes.com, Ad Age, and Luxury Daily, among others.

• The Millward Brown Digital (MBD) Brand Study results revealed this campaign was powerful among all viewers (4x MBD Automotive benchmarks), especially among men (6x MBD Automotive benchmarks).

o Adults: +15% brand favorability, +29% consideration to make a purchase

o Men: +22% brand favorability, +37% consideration to make a purchase