Automaker Lexus, in collaboration with Comcast Media 360, a business unit of Comcast Spotlight, has launched a new branded interactive television (iTV) channel across Comcast’s Xfinity On Demand platforms, showcasing its new 2014 vehicles.
Xfinity TV customers can access the Lexus channel on their televisions via the Xfinity On Demand menu, the XFINITY TV Remote app, or online at Xfinity.com/TV.
They can also access the channel directly from interactive overlays on Lexus TV spots and interactive program guide banners (known as telescoping).
To take advantage of Comcast’s cross-platform reach, the branded experience also will be available online as a rich media banner, mirroring most components of linear channel functionality.
Lexus TV Channel
Both the Xfinity TV channel and the online experience offer original branded content, photo galleries and the ability to request an “e-brochure.” The Xfinity TV channel also includes an on-screen maze game.
The collaboration between Comcast Media 360 and Lexus fulfills several distinct goals for the car manufacturer, including: extending the reach of Lexus’ media campaigns; expanding the company’s addressable-targeting strategy; delivering a multi-platform experience to prospective customers; and gaining actionable insights through a custom campaign effectiveness study.
The Lexus-branded iTV destination is a part of a multi-screen media campaign consisting of television advertising across multiple cable networks, online video and VOD pre-roll, all delivered via Comcast Media 360.