ready set drive

To promote the launch of the 2011 Scion tC, Toyota needed an online campaign that would provide not just engagement with a specific consumer, but would also generate word-of-mouth through social media engagement with the consumer’s friends, building buzz through a competition. The grand prize was a new Scion tC.


driving the contest

We worked with Toyota and our agency partner, Haley Miranda Group, to develop a contest site that would speak directly to the target demographic. The result: Unlock The tC – a multi-stage road trip game where the user has to complete several challenges over the course of 8 weeks. The three top-scoring users were then invited to Los Angeles to compete for the grand prize.

The website was heavily integrated with the Facebook API to provide engagement between the user and his friends, amping up the level of competitiveness, and generating some serious word of mouth.

To prevent score manipulation a sophisticated cryptography system was implemented in ActionScript, and extensive fraud detection and prevention mechanisms were implemented on the backend.

 
  
 
 
Agency Partner: Haley Miranda Group
 

target audience

male
25+
middle to upper-class
status seekers

our role

Working with our partner, Haley Miranda, we implemented their creative designs, developed the sweeps engine,  maintained the site and provided detailed reporting.


finish line

Launched: summer, 2011, mostly through PR and WOM efforts. Retention rate exceeded expectations. Over 94% avg. stage-to-stage retention rate. Total retention through the end of stage 8 exceeded 90%. Returning visitors spent more than 5 min. on the site. Facebook was crucial to success of program. Users who clicked through from Facebook, 27% went on to create a new account.

 
 
 
 
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