The document summarizes Toyota's #TeamToyota social media campaign featuring their action sports athletes. It produced videos and contests across various events that generated over 44 million social media impressions. Approaches included creating shareable images and videos of athletes, contests offering meet-and-greets and prize giveaways. Results included a 300% follower increase on Instagram and millions of impressions generated from strategic promotion by athletes, partners and events.

1. #TeamToyota Campaign Recap

2. Top twitter contributors / tweets

3. Approach:
To create engaging, branded, shareable images and videos featuring Team Toyota athletes
Results:
300% follower increase in twelve months
Channel Link:
http://instagram.com/toyotaactionhub
Instagram recap

4. To generate buzz around X Games,
we offered a Twitter giveaway for 30
lucky winners to receive an
incredible, once-in-a-lifetime chance
to hang out with their favorite Team
Toyota athletes in Toyota's Staples
Center suite during X Games
competitions.
As a founding partner of Dew Tour,
Toyota’s aim was to drive tune-in to
the NBC broadcast by offering fans
the chance to win Team Toyota
athlete Jamie Bestwick’s bike.
Jamie promoted the giveaway and
interacted with fans during a
‘Takeover’ of Toyota’s Action Sports
Twitter channel.
To grow awareness around the Dew
Tour’s Toyota City Championships,
we engaged fans by letting them pick
Team Toyota BMXer Drew
Bezanson’s bike. The bike was later
auctioned off, with all proceeds
supporting the Athlete Recovery
Fund.
COntests / Giveaways

5. Approach:
To launch our #TeamToyota video campaign,
we produced an inspiring, 90-second trailer at
X Games featuring three Team Toyota
athletes---skateboard legend Bob Burnquist,
8-time BMX Vert gold medalist Jamie
Bestwick and BMX Park wunderkind Drew
Bezanson.
Concept:
Framed around the concept of ‘Three Athletes.
One Dream. One Team.,’ the trailer explored
the three athletes’ passion for competing and
their shared pride in representing Toyota.
Results:
The video lit up social media, generating
1,482,470 impressions in just four days.
Video Link:
https://vimeo.com/fanologysocial/review/
59260983/261aed7241
team toyota: x games trailer

6. Approach:
To build buzz leading up to Winter X Games,
we produced a 60-second video featuring
three Team Toyota athletes---X Games
Freestyle Ski gold medalist Simon Dumont
and Olympic snowboarders Louie Vito &
Elena Hight.
Concept:
For winter athletes, enduring the long wait for
the season’s first snowfall can be excruciating.
Our video focused on the collective frustration
of three athlete longing for the moment to
carve their story into the mountain.
Results:
Released on Jan 24, 2013, during ESPN’s Winter
X Games broadcast, the video was shared by
Team Toyota athletes, fans and sponsors,
generating 728,000 social media impressions.
Video Link:
https://vimeo.com/fanologysocial/review/
57708619/45d4129760
team toyota: the moment

7. Approach:
We traveled to Copper Mountain in Colorado to
produce a 90-second video introducing double
amputee Amy Purdy as a Team Toyota athlete in
the lead up to the 2014 Sochi Winter Paralympics.
Concept:
After losing both legs to bacterial meningitis,
Amy Purdy was undeterred in her quest to
become a world class snowboarder. The aim
of our video was to capture Amy’s indomitable
spirit and inspire those faced with tragedy in
their lives.
Results:
The video received universally positive
sentiment and was shared by all 12 Team
Toyota athletes, Copper Mtn and the adaptive
action sports community, ultimately generating
890,000 impressions.
Video Link:
http://vimeo.com/fanologysocial/review/
65861988/afa0750b2e
team toyota: amy purdy can move mountains

8. Approach:
In honor of Mother’s Day, we traveled to St Louis,
MO to produce a 60-second video featuring then-
pregnant Team Toyota Olympic triathlete Sarah
Haskins and her mom, Becky.
Concept:
Our video explored the universal theme of the
mother/daughter bond and the sacrifices moms
make to help their children achieve their
dreams.
Results:
Our video generated 605,327 social media
impressions, due in part to earned media
generated by a Fox 2 / CW 11 local news
segment. One fan commented that our video
made him want to buy a Toyota!
Video Link:
https://vimeo.com/fanologysocial/review/
69485601/3a6f549982
team toyota: sarah haskins Prepares for motherhood

9. Approach:
We traveled to Colorado Springs and St. Louis to
produce a 90-second video featuring Team Toyota
Olympic triathletes Andy Potts, Sarah Haskins
and Hunter Kemper.
Concept:
The sport of triathlon isn’t about making the
easy choices---it takes passion and personal
sacrifice. By documenting these athletes’
journeys, we sought to share how challenging
yourself and testing your limits can help you go
places never imagined.
Results:
Our video generated 712,886 social media
impressions, thanks to strategic cross-
promotion by Toyota, TYR, Asics, Kestrel, Fuji,
Orbea, Nathan Performance and Rudy Project.
Video Link:
https://vimeo.com/fanologysocial/review/
67435136/d2613b577e
team toyota: passion for triathlon

10. Approach:
To kick off the 2013 Monster Energy Supercross
season, we produced a 90-second video featuring
Team Toyota / JGRMX riders Justin Brayton and
Josh Grant.
Concept:
Justin Brayton and Josh Grant couldn’t be more
different. Justin is reserved and likes country
music, while Josh likes rap music and enjoys living
it up. Despite their differences, these teammates
share a passion for motocross and the desire to
achieve excellence.
Results:
Our video generated 212,864 social media
impressions, due to cross-promotion by Toyota,
JGRMX and several Team Toyota athletes.
Video Link:
https://vimeo.com/fanologysocial/review/
59771437/93001fd89a
team toyota: jgrmx riders justin Brayton & josh grant

11. Approach:
To build awareness around Toyota’s status as Official
Vehicle of Life Time Fitness--a billion dollar company
with 97 clubs nationwide--we produced a series of 18
co-branded fitness tips featuring Team Toyota triathletes
Hunter Kemper, Sarah Haskins and Andy Potts.
Concept:
Our series of 30-second videos leveraged the
authority and reach of three Olympic athletes
covering an array of topics---from running, swimming
and cycling to cross-training and nutrition.
Results:
To date, the videos have generated 19,800,000
impressions, airing daily in 97 clubs nationwide and
shared by the athletes across their social channels.
Video Link:
http://bit.ly/ToyotaFitnessTips
team toyota: healthy and fitness tips

12. Total Impressions: 44,881,547
Facebook / Instagram / Earned Media Impressions: 29,239,095
Twitter Impressions: 15,642,452
Campaign summary
Winter Dew Tour
Dew Tour City
Dew Tour Beach
X Games 2012