Toyota

Driving awareness for the Toyota GR Supra

How We Did It

Brand integration

Engaged users with a custom in-game experience within Forza Horizon 5.

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Custom landing experience

Included a “watch to win,” along with a GR Supra gallery and 360° viewer.

Advanced targeting

Data-first thinking allowed us to reach key audiences.

“We were so thrilled when Yahoo came to us with this opportunity. It was a great fit for GR Supra, and highlighted the vehicle to the gaming and auto-enthusiast crowd.”

Angie White, Senior Manager Media, Toyota

Background

Captivating car enthusiasts where they play

Since its American debut in 1957, Toyota has innovated and pushed the auto industry forward at a rapid clip. Today, Toyota has 10 U.S. manufacturing plants, 176K employees, and more electrified vehicles on the road than any other manufacturer. With their knack for thinking ahead, Toyota jumped at the chance to partner with the legendary Xbox racing game, Forza, to promote the launch of the Toyota GR Supra. Forza has an iconic reputation amongst gamers and was the perfect place to meet GR Supra buyers where they play.

Solutions

A race for the audience. Literally.

Toyota created a holistic Xbox plan that included a racing event sponsorship and a Toyota-branded virtual avatar suit to wear after you win. Data-first thinking allowed us to target a relevant audience of sports, car, action-adventure and racing game enthusiasts to build excitement for the GR Supra launch. On top of this, a custom landing page experience featured a “watch to win” sweepstakes with prizes like an Xbox mini fridge. The landing experience also included a GR Supra gallery and 360° viewer.

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Results

Edge-of-your-seat impact

To help Toyota measure its campaign’s success, we developed a comprehensive brand study that leveraged the unique cross-section of audiences. That meant more valuable connections with enthusiastic racing fans at a GR Supra-level pace.

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“We are proud that the media elements integrated by Yahoo and Xbox were well-received by the Forza community. It was really cool to be part of a meaningful way to reach our audience.”

Angie White, Senior Manager Media, Toyota