Give Lexus’ most passionate fans control over Lexus.

Using Facebook Live in a way that hadn’t been done before, we would ask fans to tell Lexus what to do with an RC coupe.

Enthusiasts on Facebook would vote for modifications to the RC. Then, during a live 10-hour broadcast, we would customize the car right in front of their faces.

Once votes were tallied for one customization, the car would be modified and voting for the next mod would begin. Then that part of the car would be customized, and so on, for everything from wheels and seats to the exhaust and exterior color.

From 8 a.m. to 6 p.m. Pacific Time on March 23, we used three consecutive live streams (Facebook limits streams to four hours) on the Lexus Facebook channel to assemble a 10-hour broadcast that engaged fans by having them vote on car modifications while we customized a Lexus RC coupe in real time.

In less than 10 hours we created millions of earned impressions and engaged with thousands of enthusiasts.

During our 10-hour window we saw these incredible results on Facebook:

• 57,261 engagements (reactions, comments, shares)

• 5.2 million people reached (Lexus has 3.8 million followers)

• 8.3 million impressions

In Facebook comments alone we saw over a 10,000 percent increase compared to the Lexus daily average.

We also saw engagement spike on other social channels we used to promote the live broadcast:

• 567,885 Instagram engagements (likes, comments, views on Instagram Stories)

• 29,893 Twitter engagements (likes, replies, retweets)

And, across other media and blogs we saw over 1,300 mentions of the project with:

• 19.0 million potential impressions

• 100% positive net sentiment (not one negative mention according to NetBase)