Toyota Racing needed to translate the excitement of racing online in order to connect with young, digitally-savvy fans.
Using data and research to understand Toyota's audience, iCrossing learned they're a passionate and extremely loyal group looking for a way to connect with their favorite drivers online.
We built a mobile-to-desktop responsive website with a sleek new look and a steady stream of live racing content. On this platform, we launched Tweet Race -- a first-of-its-kind virtual NASCAR race that allows fans to tweet their favorite Toyota driver to victory. Happening simultaneously with the live NASCAR races and using the actual lineups in each, fans can get into the action by tweeting #TRTR and moving their favorite Toyota driver along the virtual track. In addition to bragging rights, fans can win weekly prizes and one grand prize winner will win a trip to the Daytona 500.
The Tweet Race has generated 7,780 tweets, and a 38% increase in traffic volume to-date. During the Tweet Race timeframe, social media traffic increased 212%. Even the NASCAR drivers themselves are getting involved, tweeting to their followers to rally support. The new site and traffic are helping to build awareness and build the Toyota Racing brand amongst both racing fans and prospective Toyota owners.