Japanese car brand Lexus collaborated with gaming influencer Fuslie to create a livestream on Twitch in which viewers could co-create a custom ‘gamer-ready’ version of Lexus’ 2021 IS sedan.
Over two hours the livestream’s 23,000 viewers worked with Fuslie to vote on custom configurations for the car, choosing features ranging from the exterior wrap, in-car gaming consoles and lighting features.
Lexus will realise the Twitch viewers’ design as a full-size car, revealing the finished item during another livestream later in the month.
We’re familiar now with livestreaming as an effective sales channel – especially in China – but Lexus’ campaign shows us that the real-time connection to fans of the brand offers great potential for co-creation and crowdsourcing too.
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