In 2014, brands were all in for the Sup—, right, can't say it. Sidebar, the reason brands were going overboard that year was kind of my fault: see OREO.
Anyway, Toyota wanted to get in on the action. They already had a partnership with the Muppets (cool) and wanted to build off the TV spot they were airing during the Sup—, that game, and create an ongoing social engagement during the...you know.
The program was a great success for Toyota and for us. Aside from being featured on Creativity's Top 5 Picks of the Week, we exceeded all benchmarks including a 55% increase in fan engagement and generating 20MM impressions in just an 8-hour period.