Photo by Lloyd Bishop

It could be an incredible new means of promotion or an incredible disaster, but Lexus and NBC's use of live, interactive commercials will certainly be something to watch.

As part of a so-called "real-time marketing" concept, NBCUniversal and the luxury car brand will begin a four-week campaign of live commercials during Late Night with Jimmy Fallon, starting on Thursday (Sept. 19). It's part of a unique effort to promote Lexus' new IS vehicle.

The idea: A team of improv comedians will solicit ideas throughout the night via social media, leading up to a "live commercial," which will be broadcast from underneath the Brooklyn Bridge. Viewers can submit suggestions on Twitter, Facebook, Tumblr and Instagram using the hashtag #LexusIS. The team will then act out the winning concept during the final commercial break during Late Night.

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

And just to prove they really thought this one through, West Coast viewers will not be left out, as the team will create two completely separate commercials each Thursday, one during the East Coast broadcast and another during the West Coast airing of Late Night.