TiVo Drives Interactive Lexus Campaign


TiVo Inc. rolled the “Lexus Car Configuration Tool” off its assembly line.

The digital-video-recorder vendor said subscribers with broadband-connected “TiVo Series2” DVRs will be able to customize the new 2007 Lexus ES 350; learn more about the newest model from the Toyota Motor Sales USA Inc. unit; experience an ES 350 photo slideshow; request a dealer contact to schedule a test drive; and locate the Lexus dealer closest to their home.

“Delivering the first advertiser custom application on TiVo boxes allows us to further our lead in the industry in providing interactive and integrated advertising solutions through the television," TiVo vice president of national advertising sales Davina Kent said in a prepared statement.

"It is through TiVo's unique technology that consumers have the ability to spend as much time as they choose to with an advertisement, while ensuring that they do not miss a second of their programming,” she added.