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Digiday sammys 2013_team_toyotacampaign_recap

ajlewisjr
ajlewisjr

The document summarizes Toyota's #TeamToyota social media campaign featuring their action sports athletes. It produced videos and contests across various events that generated over 44 million social media impressions. Approaches included creating shareable images and videos of athletes, contests offering meet-and-greets and prize giveaways. Results included a 300% follower increase on Instagram and millions of impressions generated from strategic promotion by athletes, partners and events.

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#TeamToyota Campaign Recap
Top twitter contributors / tweets
Approach: To create engaging, branded, shareable images and videos featuring Team Toyota athletes Results: 300% follower increase in twelve months Channel Link: http://instagram.com/toyotaactionhub Instagram recap
To generate buzz around X Games, we offered a Twitter giveaway for 30 lucky winners to receive an incredible, once-in-a-lifetime chance to hang out with their favorite Team Toyota athletes in Toyota's Staples Center suite during X Games competitions. As a founding partner of Dew Tour, Toyotas aim was to drive tune-in to the NBC broadcast by offering fans the chance to win Team Toyota athlete Jamie Bestwicks bike. Jamie promoted the giveaway and interacted with fans during a Takeover of Toyotas Action Sports Twitter channel. To grow awareness around the Dew Tours Toyota City Championships, we engaged fans by letting them pick Team Toyota BMXer Drew Bezansons bike. The bike was later auctioned off, with all proceeds supporting the Athlete Recovery Fund. COntests / Giveaways
Approach: To launch our #TeamToyota video campaign, we produced an inspiring, 90-second trailer at X Games featuring three Team Toyota athletes---skateboard legend Bob Burnquist, 8-time BMX Vert gold medalist Jamie Bestwick and BMX Park wunderkind Drew Bezanson. Concept: Framed around the concept of Three Athletes. One Dream. One Team., the trailer explored the three athletes passion for competing and their shared pride in representing Toyota. Results: The video lit up social media, generating 1,482,470 impressions in just four days. Video Link: https://vimeo.com/fanologysocial/review/ 59260983/261aed7241 team toyota: x games trailer
Approach: To build buzz leading up to Winter X Games, we produced a 60-second video featuring three Team Toyota athletes---X Games Freestyle Ski gold medalist Simon Dumont and Olympic snowboarders Louie Vito & Elena Hight. Concept: For winter athletes, enduring the long wait for the seasons first snowfall can be excruciating. Our video focused on the collective frustration of three athlete longing for the moment to carve their story into the mountain. Results: Released on Jan 24, 2013, during ESPNs Winter X Games broadcast, the video was shared by Team Toyota athletes, fans and sponsors, generating 728,000 social media impressions. Video Link: https://vimeo.com/fanologysocial/review/ 57708619/45d4129760 team toyota: the moment
Approach: We traveled to Copper Mountain in Colorado to produce a 90-second video introducing double amputee Amy Purdy as a Team Toyota athlete in the lead up to the 2014 Sochi Winter Paralympics. Concept: After losing both legs to bacterial meningitis, Amy Purdy was undeterred in her quest to become a world class snowboarder. The aim of our video was to capture Amys indomitable spirit and inspire those faced with tragedy in their lives. Results: The video received universally positive sentiment and was shared by all 12 Team Toyota athletes, Copper Mtn and the adaptive action sports community, ultimately generating 890,000 impressions. Video Link: http://vimeo.com/fanologysocial/review/ 65861988/afa0750b2e team toyota: amy purdy can move mountains
Approach: In honor of Mothers Day, we traveled to St Louis, MO to produce a 60-second video featuring then- pregnant Team Toyota Olympic triathlete Sarah Haskins and her mom, Becky. Concept: Our video explored the universal theme of the mother/daughter bond and the sacrifices moms make to help their children achieve their dreams. Results: Our video generated 605,327 social media impressions, due in part to earned media generated by a Fox 2 / CW 11 local news segment. One fan commented that our video made him want to buy a Toyota! Video Link: https://vimeo.com/fanologysocial/review/ 69485601/3a6f549982 team toyota: sarah haskins Prepares for motherhood
Approach: We traveled to Colorado Springs and St. Louis to produce a 90-second video featuring Team Toyota Olympic triathletes Andy Potts, Sarah Haskins and Hunter Kemper. Concept: The sport of triathlon isnt about making the easy choices---it takes passion and personal sacrifice. By documenting these athletes journeys, we sought to share how challenging yourself and testing your limits can help you go places never imagined. Results: Our video generated 712,886 social media impressions, thanks to strategic cross- promotion by Toyota, TYR, Asics, Kestrel, Fuji, Orbea, Nathan Performance and Rudy Project. Video Link: https://vimeo.com/fanologysocial/review/ 67435136/d2613b577e team toyota: passion for triathlon
Approach: To kick off the 2013 Monster Energy Supercross season, we produced a 90-second video featuring Team Toyota / JGRMX riders Justin Brayton and Josh Grant. Concept: Justin Brayton and Josh Grant couldnt be more different. Justin is reserved and likes country music, while Josh likes rap music and enjoys living it up. Despite their differences, these teammates share a passion for motocross and the desire to achieve excellence. Results: Our video generated 212,864 social media impressions, due to cross-promotion by Toyota, JGRMX and several Team Toyota athletes. Video Link: https://vimeo.com/fanologysocial/review/ 59771437/93001fd89a team toyota: jgrmx riders justin Brayton & josh grant
Approach: To build awareness around Toyotas status as Official Vehicle of Life Time Fitness--a billion dollar company with 97 clubs nationwide--we produced a series of 18 co-branded fitness tips featuring Team Toyota triathletes Hunter Kemper, Sarah Haskins and Andy Potts. Concept: Our series of 30-second videos leveraged the authority and reach of three Olympic athletes covering an array of topics---from running, swimming and cycling to cross-training and nutrition. Results: To date, the videos have generated 19,800,000 impressions, airing daily in 97 clubs nationwide and shared by the athletes across their social channels. Video Link: http://bit.ly/ToyotaFitnessTips team toyota: healthy and fitness tips
Total Impressions: 44,881,547 Facebook / Instagram / Earned Media Impressions: 29,239,095 Twitter Impressions: 15,642,452 Campaign summary Winter Dew Tour Dew Tour City Dew Tour Beach X Games 2012

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Digiday sammys 2013_team_toyotacampaign_recap

  • 3. Approach: To create engaging, branded, shareable images and videos featuring Team Toyota athletes Results: 300% follower increase in twelve months Channel Link: http://instagram.com/toyotaactionhub Instagram recap
  • 4. To generate buzz around X Games, we offered a Twitter giveaway for 30 lucky winners to receive an incredible, once-in-a-lifetime chance to hang out with their favorite Team Toyota athletes in Toyota's Staples Center suite during X Games competitions. As a founding partner of Dew Tour, Toyotas aim was to drive tune-in to the NBC broadcast by offering fans the chance to win Team Toyota athlete Jamie Bestwicks bike. Jamie promoted the giveaway and interacted with fans during a Takeover of Toyotas Action Sports Twitter channel. To grow awareness around the Dew Tours Toyota City Championships, we engaged fans by letting them pick Team Toyota BMXer Drew Bezansons bike. The bike was later auctioned off, with all proceeds supporting the Athlete Recovery Fund. COntests / Giveaways
  • 5. Approach: To launch our #TeamToyota video campaign, we produced an inspiring, 90-second trailer at X Games featuring three Team Toyota athletes---skateboard legend Bob Burnquist, 8-time BMX Vert gold medalist Jamie Bestwick and BMX Park wunderkind Drew Bezanson. Concept: Framed around the concept of Three Athletes. One Dream. One Team., the trailer explored the three athletes passion for competing and their shared pride in representing Toyota. Results: The video lit up social media, generating 1,482,470 impressions in just four days. Video Link: https://vimeo.com/fanologysocial/review/ 59260983/261aed7241 team toyota: x games trailer
  • 6. Approach: To build buzz leading up to Winter X Games, we produced a 60-second video featuring three Team Toyota athletes---X Games Freestyle Ski gold medalist Simon Dumont and Olympic snowboarders Louie Vito & Elena Hight. Concept: For winter athletes, enduring the long wait for the seasons first snowfall can be excruciating. Our video focused on the collective frustration of three athlete longing for the moment to carve their story into the mountain. Results: Released on Jan 24, 2013, during ESPNs Winter X Games broadcast, the video was shared by Team Toyota athletes, fans and sponsors, generating 728,000 social media impressions. Video Link: https://vimeo.com/fanologysocial/review/ 57708619/45d4129760 team toyota: the moment
  • 7. Approach: We traveled to Copper Mountain in Colorado to produce a 90-second video introducing double amputee Amy Purdy as a Team Toyota athlete in the lead up to the 2014 Sochi Winter Paralympics. Concept: After losing both legs to bacterial meningitis, Amy Purdy was undeterred in her quest to become a world class snowboarder. The aim of our video was to capture Amys indomitable spirit and inspire those faced with tragedy in their lives. Results: The video received universally positive sentiment and was shared by all 12 Team Toyota athletes, Copper Mtn and the adaptive action sports community, ultimately generating 890,000 impressions. Video Link: http://vimeo.com/fanologysocial/review/ 65861988/afa0750b2e team toyota: amy purdy can move mountains
  • 8. Approach: In honor of Mothers Day, we traveled to St Louis, MO to produce a 60-second video featuring then- pregnant Team Toyota Olympic triathlete Sarah Haskins and her mom, Becky. Concept: Our video explored the universal theme of the mother/daughter bond and the sacrifices moms make to help their children achieve their dreams. Results: Our video generated 605,327 social media impressions, due in part to earned media generated by a Fox 2 / CW 11 local news segment. One fan commented that our video made him want to buy a Toyota! Video Link: https://vimeo.com/fanologysocial/review/ 69485601/3a6f549982 team toyota: sarah haskins Prepares for motherhood
  • 9. Approach: We traveled to Colorado Springs and St. Louis to produce a 90-second video featuring Team Toyota Olympic triathletes Andy Potts, Sarah Haskins and Hunter Kemper. Concept: The sport of triathlon isnt about making the easy choices---it takes passion and personal sacrifice. By documenting these athletes journeys, we sought to share how challenging yourself and testing your limits can help you go places never imagined. Results: Our video generated 712,886 social media impressions, thanks to strategic cross- promotion by Toyota, TYR, Asics, Kestrel, Fuji, Orbea, Nathan Performance and Rudy Project. Video Link: https://vimeo.com/fanologysocial/review/ 67435136/d2613b577e team toyota: passion for triathlon
  • 10. Approach: To kick off the 2013 Monster Energy Supercross season, we produced a 90-second video featuring Team Toyota / JGRMX riders Justin Brayton and Josh Grant. Concept: Justin Brayton and Josh Grant couldnt be more different. Justin is reserved and likes country music, while Josh likes rap music and enjoys living it up. Despite their differences, these teammates share a passion for motocross and the desire to achieve excellence. Results: Our video generated 212,864 social media impressions, due to cross-promotion by Toyota, JGRMX and several Team Toyota athletes. Video Link: https://vimeo.com/fanologysocial/review/ 59771437/93001fd89a team toyota: jgrmx riders justin Brayton & josh grant
  • 11. Approach: To build awareness around Toyotas status as Official Vehicle of Life Time Fitness--a billion dollar company with 97 clubs nationwide--we produced a series of 18 co-branded fitness tips featuring Team Toyota triathletes Hunter Kemper, Sarah Haskins and Andy Potts. Concept: Our series of 30-second videos leveraged the authority and reach of three Olympic athletes covering an array of topics---from running, swimming and cycling to cross-training and nutrition. Results: To date, the videos have generated 19,800,000 impressions, airing daily in 97 clubs nationwide and shared by the athletes across their social channels. Video Link: http://bit.ly/ToyotaFitnessTips team toyota: healthy and fitness tips
  • 12. Total Impressions: 44,881,547 Facebook / Instagram / Earned Media Impressions: 29,239,095 Twitter Impressions: 15,642,452 Campaign summary Winter Dew Tour Dew Tour City Dew Tour Beach X Games 2012