Toyota Fantasy Enhancer was a custom destination featuring a suite of tools directly integrated within the game. The Team Logo Builder allowed teams to customise their logo in a way that allowed them to capture the spirit of their team with over 3 million possible iterations. The Smack Talk Generator gave users the ability to send other teams in their league a personalised smack talk message in Toyota’s banners space. Groundbreaking dynamic ad targeting of rich media video units made this possible. The Football Card Maker allowed users to commemorate their seasons with customisable virtual cards where they could enter team stats, upload their picture and share with friends outside their league via social networking tools such as Facebook. A Toyota Biggest Blowout module on each league homepage also showcased each week’s winner giving winning teams more ammunition for smack talk.

We were able to successfully engage 25% of all registered users (1+ million users) with Toyota Fantasy Enhancer tools. Those users spent an average of more than 6 minutes with the brand, exceeding our goal by 140%. Over 3 million Smack Talk banners were served, more than double our goal and 471,469 logos were generated exceeding our goal by 116%.A Dynamic Logic brand study revealed an 11% lift in positioning Toyota as “innovative.” We also exceeded Toyota norms for brand awareness (∆ 3.8%,) purchase intent (∆ 3.8%,) brand favorability (∆ 2.5%,) sponsorship association (∆ 9.7%)