Toyota ‘24 Second Challenge’ Cross-platform Integration of TV & Web. Case Study by Mel Taylor High Accountability On-Air Web Drivers Database Acquisition Contesting Direct Response Branding

High Accountability

On-Air Web Drivers

Database Acquisition

Contesting

Direct Response

Branding

Pre-roll Video :15 Scrolling Text link Contest Banners Editorial Text link Branding Banners Toyota ‘24 Second Challenge’ Case Study By leveraging MyFoxPhilly.com, FOX 29 in Philadelphia increased it’s share of the market buy, and brought in an additional 25% of non-spot revenue.

‘ 24’ Special Section sponsored by Toyota

Toyota 24 Second Challenge Case Study Cross-platform Integration of TV & Web. Fox 29 viewers were directed from On-Air to Online. By playing the ‘24 Second Challenge’ they qualified for a chance to win a big screen Plasma TV & show DVD’s.