Best Automobile Interactive Application, Best Mobile Interactive Application, Best Of Show Interactive Application

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.

Contributors:

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
Production Company:	Resn
Logo Animation:	Matt Hazard

SAATCHI & SAATCHI LA

Location: USA