Stream One: Gamers’ IS Design - January 13th, 2021

• During Fuslie’s first stream, she introduced her community to the 2021 Lexus IS by walking her viewers through the IS’ design features. After her walkthrough, she posed a question to her audience: what could the ultimate Gamers’ IS look like? Through the utilization of an in-stream poll extension exclusive to Twitch, her community voted on various customizations for an IS made for gaming, including the exterior wrap, interior theme, monitor integration, ceiling lighting, even down to which beverage would go in the armrest fridge! At the end of the stream, Fuslie reviewed every decision that was crowdsourced during the stream and as a thank you for their participation, Lexus surprised the Chat with gifted channel subs to keep them coming back to Fuslie’s content. Once the votes were officially tallied, Lexus got to work on bringing the Gamers’ IS to life.

Stream Two: IRL Reveal - February 17th, 2021

• With all hands on deck, concept artists, designers, 3D modelers, electrical and structural engineers, metal fabricators, craftsmen, artists, custom upholsterers, and computer technicians at fabrication expert SCPS spent weeks building out the Gamers’ IS designed for and by Fuslie’s community. When the car was finally ready for its grand debut, Fuslie’s second stream revealed the car in an luxe, industrial warehouse in Los Angeles featuring Fuslie and the fabrication experts at SCPS. Chat's mind was just as blown as Fuslie’s as each feature of the car was unveiled - including a surprise laser/fog machine with a CPU in the trunk (because you never know when lasers and fog might come in handy!)

Total Campaign Metrics:

• 56,700,000 impressions
• 1,100,000 total views
• 36,000 peak concurrent viewers
• 863,900 total unique viewers
• 4,800,000 total minutes watched
• 85% video completion rate

Chat Sentiment:

• Fuslie’s audience was highly captivated by the Gamers IS’ design and reveal process from start to finish, eliciting positive reaction from viewers in Chat for both streams. The audience’s involvement in the design and build of the vehicle fostered a genuine connection between Lexus and Fuslie’s viewers, which showcased just how powerful branded moments can be when online communities are offered the opportunity to experience a highly anticipated brand moment, all together in real-time.