From the very beginning we had a specific launch plan in mind. Out of the gate we wanted to target current owners and early adopters, from there we would continuously seed the campaign through various media buys, social channels and direct email blasts. The campaign needed to hit every major touch point and channel as well as being accessible anytime, anywhere. To ensure this was accomplished we built our platform in a way that it would be device agnostic and effectively work across desktop, tablet and mobile.All traffic drove to a central location – the destination was our site, camryeffect.com, the platform in which all the Camry stories could take shape and come to life. In conjunction with our site we had dedicated real estate on other social properties such as Facebook, YouTube and Hulu in order to draw more people in.Once we built some momentum, we ramped up the attention once again by creating two super bowl spots, and a partnership with Shazam, where participants could enter for a chance to win 2 brand new 2012 Camrys. We couple this with an expanded media push with multiple high profile engagements and page takeovers. This second wave of content created tremendous awareness, shattering all of our benchmark goals and really capped off the campaign.The initiative was considered a complete success - we either hit our beat all our prelaunch goals and metrics. The results were nothing short of inspiring: 4.6 million earned media impressions during Super Bowl weekend, a jump from 17,000 Effects to 80,000 in 3 days, 710,000 visitors spending an average of 4 minutes on the site, 800% spike in real world Camry interest and 19% more Camry sales leads than pre-campaign. We also succeeded in creating a community for these Camry owners. What we saw was inspiring—people were returning to the site to comment on other people’s effects, thank each other for good tips and talk about how Camry has become a part of their family. The campaign has been regarded as one of Toyota’s most successful and influential ad campaigns in recent history and the entire team is proud of what we accomplished.