Toyota Promo, Case study TOYOTA RACING SPONSAFIER 3 by Saatchi & Saatchi Los Angeles

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TOYOTA RACING SPONSAFIER 3

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency Saatchi & Saatchi Los Angeles
Executive Creative Director Mike Mckay
Creative Director Michael Tabtabai, Steve Le Marquand
Art Director Daniel Shapiro, Francis Cheetham
Copywriter Shannon Wilch
Released February 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: TOYOTA
Product/Service: TOYOTA NASCAR
Agency: SAATCHI & SAATCHI LA
Date of First Appearance: Feb 14 2011
Entrant Company: SAATCHI & SAATCHI LA, USA
Entry URL: http://www.sponsafier.com/
Executive Creative Director: Mike McKay (Saatchi & Saatchi)
Creative Director: Michael Tabtabai (Saatchi & Saatchi)
Associate Creative Director/Copywriter: Eric Haugen (Saatchi & Saatchi)
Associate Creative Director/Art Director: Kirk Williams (Saatchi & Saatchi)
Art Director: Daniel Shapiro (Saatchi & Saatchi)
Copywriter: Shannon Wilch (Saatchi & Saatchi)
Director of Integrated Production/Multimedia: Tanya LeSieur (Saatchi & Saatchi)
Executive Interactive Producer: Tina Gongsakdi (Saatchi & Saatchi)
Interactive Producer: Jenna Stepp (Saatchi & Saatchi)
Account Director: Lauren Dunn (Saatchi & Saatchi)
Account Executive: Patrick Field (Saatchi & Saatchi)
Planning: Ginny Kollewe (Saatchi & Saatchi)
Production Company: Site: - (Resn)
Creative Director: Steve Le Marquand (Resn)
Art Director: Francis Cheetham (Resn)
Strategy Director: Andy Williams (Resn)
Lead Producer: Frank MacFarlane (Resn)
Technical Producer: Brian Grannan (Resn)
Technical Lead: Emlyn Hughes (Resn)
Media placement: Television - 2 spots - Fox - 12 February 2011

Insights, Strategy & the Idea
Toyota’s NASCAR race teams have always attracted a passionate and loyal following, but that hasn’t always translated into fan interest in Toyota products. Toyota Racing Sponsafier changed that by giving fans the ability to create their own custom Camry cup car designs and get a chance to see it on the track at a real Toyota Racing event. Given Sponsafier’s runaway success with the fans, Toyota knew that another round for the new race season needed to be much more than just a repeat performance.

Creative Execution
If Sponsafier 3 was going to engage fans during the new NASCAR season, it would have to take the experience to a new level. So for 2011, Sponsafier returned with a supercharged new site, rebuilt from the ground up to be sleeker, faster, and more social. New design tools like custom 3-D photokit gave fans even more ways to create and share their designs. A live feed of user achievements and tweets from Toyota drivers gave fans a real-time connection to the Toyota Racing community. And the contest stakes were raised to give fans even more incentive to participate and promote their creations: the winning designer would actually get to hang out with their favorite driver for a day. To invite fans to start Sponsafying, Toyota not only featured the drivers in TV, print, and online media, but connected them with fans directly through Twitter and Facebook.

Results and Effectiveness
With more than 2 million page views, 206,000 total registered users, and 40,000 approved designs in the first round alone, Sponsafier 3 far exceeded the original benchmark of 15,000 users and designs. The enhanced social and shareability components led to more than 200,000 votes for user-created designs.