Opening on a hot hero shot of the new Camry, an announcer declares, “After successfully reinventing the Camry, we decided to keep reinventing.” From here we take the viewer through a fantasy world where everything is as sparkling as the 2012 Toyota Camry. Couches are made of babes and hunks. Babies don’t poop and can travel time. The DMV is flat out bangin’… complete with soft serve. Rain? It makes you skinny. All told, a Toyota world is a gay friendly, crime free world that is rife with ice cream, smoking babes and hunky hunks. Truly, who could ask for anything more?

The results were nothing short of inspiring: 4.6m 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.