Toyota Design & Branding SHAREATHON II by M&C Saatchi Los Angeles

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SHAREATHON II

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Industry Cars
Media Design & Branding
Market United States
Agency M&C Saatchi Los Angeles
Executive Creative Director Margaret Midgett Keene, Chris Adams
Creative Director Leo Circo
Art Director Jonathan Granewich, Joel Francke, Avery Oldfield
Copywriter Jonathan Pelleg, Adam Wolinsky, Brian Chin
Released December 2011

Credits & Description

Category: Online Digital Design
Advertiser: TOYOTA MOTOR SALES, USA
Product/Service: TOYOTA BRAND
Agency: SAATCHI & SAATCHI LA
Executive Creative Director: Chris Adams (Saatchi & Saatchi Los Angeles)
Executive Creative Director: Margaret Keene (Saatchi & Saatchi Los Angeles)
Creative Director: Leo Circo (Saatchi & Saatchi Los Angeles)
Assistant Creative Director/Art Director: David Hays (Saatchi & Saatchi Los Angeles)
Art Director: Avery Oldfield/Joel Francke/Jonathan Granewich (Saatchi & Saatchi Los Angeles)
Copywriter: Brian Chin/Adam Wolinsky/Jonathan Pelleg (Saatchi & Saatchi Los Angeles)
Director Of Integrated Production/Multimedia: Tanya Lesieur (Saatchi & Saatchi Los Angeles)
Senior Integrated Producer: Lauran Brattain (Saatchi & Saatchi Los Angeles)
Associate Integrated Produce: Sarah Romero/Jessica Pugh (Saatchi & Saatchi Los Angeles)
Creative Technology Director: Douglas Palmer (Saatchi & Saatchi Los Angeles)
User Experience Designer: Dan Henderson (Saatchi & Saatchi Los Angeles)
Account Director: Cathy Weaver (Saatchi & Saatchi Los Angeles)
Account Executive: Brandon Volas (Saatchi & Saatchi Los Angeles)
Production Company: (Red Interactive)
Production Company: (Excellence In Motivation (EIM))
Quality Assurance: (Plus QA)
Moderation Company: (E-Moderation)
Promotion Group: (Creative Zing)
Media placement: Web Page - Toyota.com - 12 December 2011

Describe the brief from the client
Toyotathon is Toyota's most well-known sales event of the year. We needed a way to spread awareness and excitement about the event into the realm of social media.

Describe the challenges and key objectives
While car buying is an intensely personal process, there is a definite social component to it. People love spreading the excitement about their new ride with others, especially when that excitement is returned and affirmed. We needed a way for users to bring their social media followers in on the car buying process, while also spreading the word about Toyotathon.

Describe how you arrived at the final design
Shareathon was based on a simple premise: send a tweet, get money for a new car.

When someone bought a new vehicle during Toyotathon, they were able to send out a pre-written tweet sharing the good news with their followers, which earned them a prepaid debit card worth $500. When one of their followers retweeted the message, the user earned another $50.

To help car buyers keep track of all the friends retweeting them, we created a ground-breaking tweet visualiser. This tool let you follow the path of a tweet from its original sender, out through a web of retweets.

Give some indication of how successful the outcome was in the market
Each day, up to 140 users were able to send out tweets. On average, these spots filled up in 2 hours and 36 minutes each day.

All told, over 1,400 users sent out tweets. In turn, these tweets were retweeted 19,330 times.

Buzz surrounding the campaign was also immense, earning 31,059,293 media impressions.