Entering its sixth year in NASCAR, Toyota needed a way to leverage fan interest in their race teams into engagement with their products. Enter the Toyota Racing Sponsafier. The Web site allowed fans the chance to design a virtual Camry racecar and enter it into an online contest, with the winner having their design reproduced on an actual Toyota race car at a NASCAR race. To win, each participant had to garner votes for their design by sharing their creation via e-mail, Facebook and Twitter.
Over the course of the NASCAR season, over 180,000 registered users designed over 140,000 approved Sponsafier entries, generating 1.6 million Facebook shares.
|Executive Creative Director:||Mike McKay|
|Creative Director:||Andrew Christou|
|Art Director:||Nick Luckett, Abe Cortes, Rick Ardito|
|Copywriter:||Eric Burnett, Randy Quan, Grant Smith|
|Dir of Integrated Production:||Tanya LeSieur|
|Executive Interactive Producer:||Tina Gongsakdi|
|Integrated Producer:||Jenna Stepp|
|Logo Animation:||Matt Hazard|