Lexus 'Next Level' Twitch Campaign Crowns Another Star

Next Level

Lexus and Twitch teamed up for the very first time last February, when the automaker used the social platform to ask the community to choose their preferred modifications that ultimately turned the 2021 Lexus IS into a mobile gaming rig. Now, the two companies have partnered once again, this time to host a live-streamed game show dubbed "Next Level" to support up and coming talent.

Photos: Lexus

Huge Success

Users voted singer-songwriter and Twitch creator, Anelle, as the grand prize winner of Next Level, which resulted in a $20,000 cash grant and promotion of a future livestream on the Twitch homepage. The show was a huge success, over performing sponsored streams and exceeding all of Twitch's benchmarks by more than 94%.

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For Lexus, "Next Level" was designed to be a way to advertise its brand new 2022 NX crossover, which provided a collaborative space where the streamers developed their pitches. The show was hosted by real-time visual artist and Twitch creator TheSushiDragon. The other competitors were ThatViolinChick, a genre-spanning violinist (runner-up), Domostanton, a comic book artist, and SkyDaddi, a body painter.

Photos: Lexus

Ways to Watch

The Twitch community was highly engaged with "Next Level" as they cheered on their favorite contestant throughout the two hours. There were 503,962 total views and 1,447,442 total minutes watched. "Next Level" is now available to watch as a three-episode series on the Lexus NX Amazon Fire TV anchor page, by saying "Alexa, open the Lexus NX experience." The series is live from March 28 until April 10.

Photos: Lexus

Perfect Fit

"Building on our successful collaboration with Twitch last February, we upped the ante yet again," said Vinay Shahani, vice president of Lexus marketing. "Twitch's dynamic, creative audience is a natural fit for our new Lexus NX, with its bold design, intuitive technology, unmatched craftsmanship, and connected driving feel."

Photos: Lexus

>>Join the conversation about the Lexus Twitch campaign right here at ClubLexus.com.

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