Keeping anticipation and awareness at maximum horsepower

2020 was a big year for sports car enthusiasts. After a 20-year hiatus, the iconic Toyota GR Supra raced back onto the scene. The relaunch generated a huge amount of buzz on the circuit. But how could we sustain that for the next model year?

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We geared up sports car drivers’ competitiveness

Launching a fully immersive web experience, we tapped into their love for fast cars and their drive to win. Based on how visitors engaged with the site, they were rewarded with multiple chances to drive away with a 2021 GR Supra 2.0. And the fun didn’t stop there. We turbocharged Toyota’s social media, with celebrity driver channels and live “Ask a Driver” videos. We also created a unique dual email that displayed different content depending on what users clicked on.

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And it fueled a brilliant response

The website racked up more than 500,000 competition entries and 30,000 unique users. And on social, our “Ask a Driver” Instagram Live events drew in crowds that submitted a whopping 12,000 questions. That sounds like a winning result to us.

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