Providing an entertaining, rewarding, and valuable experience to the youth market was a major goal of the Yaris iMedia campaign. The Drum Ringtone banner ad was designed to run on music oriented websites and allowed users to make a cool drum track and download it to their mobile phone for free.

Yaris was integrated into Fox’s original “Prison Break” series with the first ever ad-supported scripted mobisodes. We created a 26-episode story available only via mobile phone and Toyota.com. Each mobisode was preceded by a 10 second spot featuring Yaris in a classic “Spy vs Spy” set-up, showcasing the cheeky and mischievous nature of the car. The contextually relevant spots played-off the Prison Break themes of “chase” and “escape.”

•Yaris Mobisodes were downloaded 817,829 times in 15 weeks, an unheard of number for ad sponsored mobile downloads•Mobisodes increased traffic to Toyota.com – 60% of visitors to www.toyota.com/yaris viewed the mobisodes (in 15 weeks)•Online buzz measured by Nielson significantly spiked with the launch of mobisodes