How Lexus Pushed the Limits of Facebook Live to Connect With A Critical Audience

3:45 PM - 4:30 PM

Hosted by Facebook

MAIN STAGE: The Broad Stage 1310 11th St Santa Monica CA 90401




Lexus wanted to boost awareness of its RC luxury coupe so they asked Team One to create a one-of-a-kind experience and connect with a critical audience—car enthusiasts. This audience loves two things: 1. Custom cars; 2. Telling Lexus what to do.

So, Lexus and Team One turned to the place where we engage with this group every day—social media. We knew Facebook Live had untapped potential to connect with this crowd. And, it would give us a chance to do something that had never been done before. At 8 a.m. on March 23, 2017, Lexus went live for 10 consecutive hours on Facebook. By 6 p.m. that night Lexus had earned 8.3 million+ impressions, 800,000+ views, 57,000+ reactions, comments and shares.

In this panel, attendees will learn all about the challenges and benefits of a multi-hour live broadcast on Facebook. They’ll come away with ideas and tools on how to keep fans engaged during a live broadcast (ideas that can also be used for other types of produced content).

Attendees will learn how Lexus and Team One used results from previous social media projects to create RC Real-Time. Plus, they will also hear about some of the technical feats undertaken for this project.

Audience takeaways:

  • Challenges and (huge) benefits of 10 consecutive hours on Facebook Live
  • Ideas for deep engagement with social media fans
  • How previous (non-live) social media projects informed this Facebook Live execution
  • Utilizing the Facebook Live toolkit

Venue & Location

MAIN STAGE: The Broad Stage

1310 11th St
Santa Monica, CA 90401





Social Media Week

3:45 PM - 4:30 PM

How Lexus Pushed the Limits of Facebook Live to Connect With A Critical Audience

#SMWLexusFBLive






  • John Dohrmann

     

    John Dohrmann

    Creative Director

    Team One

    johndohrmann
  • Gabe Munch

     

    Gabe Munch

    Digital Communications Manager

    Lexus

    na
  • Robin Watkins

    Moderator

    Robin Watkins

    Social Media Management Supervisor

    Team One

    teamoneusa
  • James Zayti

     

    James Zayti

    Global Marketing Solutions

    Facebook

    jzayti