If Sponsafier 3 was going to engage fans during the new NASCAR season, it would have to take the experience to a new level. So for 2011, Sponsafier returned with a supercharged new site, rebuilt from the ground up to be sleeker, faster, and more social. New design tools like custom 3-D photokit gave fans even more ways to create and share their designs. A live feed of user achievements and tweets from Toyota drivers gave fans a real-time connection to the Toyota Racing community. And the contest stakes were raised to give fans even more incentive to participate and promote their creations: the winning designer would actually get to hang out with their favorite driver for a day. To invite fans to start Sponsafying, Toyota not only featured the drivers in TV, print, and online media, but connected them with fans directly through Twitter and Facebook.

With more than 2 million page views, 206,000 total registered users, and 40,000 approved designs in the first round alone, Sponsafier 3 far exceeded the original benchmark of 15,000 users and designs. The enhanced social and shareability components led to more than 200,000 votes for user-created designs.