Lexus has partnered with the USA drama Suits for all five of its
seasons. And with the summer finale having aired yesterday, the
network is sharing a bit of good news about that partnership: It has
resulted in a 22 percent increase in Lexus' brand favorability,
according to USA's internal research.
This season, USA and Lexus have let the fans drive the content by
beefing up the social aspects of the campaign, even incorporating Suits
star Patrick Adams' side career in photography. "We were always creating
content to give to these fans," Colleen Mohan, svp of brand marketing
for USA Network, told Adweek. "In season five, it's really the fans who
are creating the content."
A branded custom vignette asked fans to submit their own photos
on Facebook and Instagram using the hashtag #SuitsInspiration. Some of
the photos appeared during episodes in a first-of-its-kind social TV ad.
"Lexus really wanted to be part of Instagram," said Mohan.
For the last three seasons, USA has produced an interactive Web series,
Suits Recruits, based on the show's characters, but Mohan explained
that Adams' passion for photography provided them the perfect
opportunity to give fans a more personal look into the people behind the
show. "[Suits Recruits] were very character based and character
focused," she said. "Fans just want more behind the scenes; they want
more access to the actor."
The shift to social was inevitable, said Mohan. "We follow the fans. We
do a lot of listening to find out what they're saying and what they're
doing. Lexus is doing the same thing."
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