Appetite for Life: Southern Hospitality was a road trip for good. Our cameras followed Andrew Zimmern as he travelled across the Southern United States lending a helping in 10 cities recently affected in devastating ways by natural disasters.

We leveraged the power of social media to unite thousands of residents at a University of Georgia Football tailgate, a pop-up barbecue, a catfish cook-off, a dude ranch, and even a roller derby, all helping local business to rebuild.

Partnering with Microsoft allowed us to leverage four different screens to engage our tech-savvy target: Desktop, mobile, Xbox, Microsoft TV and Connected TV.

Web: The main hub for the programming housed all episodes, articles, recipes, photos and a widget supporting Feeding AmericaMobile: SMS Text to donate and receive recipes from the showXbox and Connected TV: Optimized video viewing experienceMicrosoft TV: 30sec TV spots to help generate awareness of the program

Strong engagement across web, mobile, Xbox and Connected TV lead to lifts above automotive norms for ad awareness, sponsorship association, and brand favourability among Toyota’s target audience of Boomers (Dynamic Logic, April 2012) and raised hundreds of thousands of dollars to help rebuild food related business in the Southern United States.

Brand Metrics •Ad awareness: 73%, (7x the automotive industry norm) •Sponsorship Association: 514% (14x the automotive industry norm) •Brand Favourability: 26% (2x the automotive industry norm)Engagements Metrics•Viewers: 3 million •Average Time Per User: 3:20 •Social shares: 122,000