NBC, Lexus to try live, improv ad on Jimmy Fallon’s ‘Late Night’

NBCUniversal and Lexus are partnering on a novel advertising campaign that will encourage viewers of “Late Night With Jimmy Fallon” to suggest concepts in real time for an ad that will be performed live later during the same night’s telecast.

NBC and Lexus advertising executives have been honing their “real-time marketing” concept for the last few months.

The four-week campaign is set to roll out during Fallon’s Thursday night show to promote the new Lexus IS vehicle.

ON LOCATION: Where the cameras roll

Here is how it will work: A team of improv comedians will encourage viewers of the show to pitch concepts for a “live commercial.” The audience will be instructed to submit their ideas using social media, including Twitter, Tumblr, Instagram and Facebook, with the hashtag #LexusIS.

Then, in the final commercial segment of that night’s broadcast, the comedians will act out the winning concepts during a “live commercial” under the Brooklyn Bridge.

“We’re always looking for new ways to engage consumers and capture their attention by delivering information in innovative ways,” Brian Bolain, Lexus corporate manager of marketing communications, said in a statement.

Advertisers increasingly are looking for innovative ways to get viewers to watch their messages rather than fast-forward through the spots with digital video recorder technology. “Late Night” was selected because Lexus is hoping to reach younger viewers who are fans of the show.

PHOTOS: Cable versus broadcast ratings

“By utilizing social and broadcast media simultaneously, [this campaign] breaks the traditional commercial mold and showcases the all-new IS in an entirely unique and DVR-proof way,” Bolain said.

Financial arrangements were not disclosed.

There will be two separate commercials created during each Thursday night broadcast. The first will be generated based on suggestions made during the East Coast telecast of “Late Night.” The second will incorporate ideas submitted during the West Coast feed of the show.

The campaign has been dubbed “It’s Your Move After Dark.” New York improvisational comedy groups, including Fun Young Guys, Magnet Theater Touring Company, MB’s Dream and Stone Cold Fox, will perform the commercials toward the end of “Late Night.”

The ploy is also designed to create buzz and keep viewers engaged throughout the hour-long program. Lexus is represented by Team One, an ad agency based in El Segundo.

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Twitter: @MegJamesLAT