The Challenge & Our Solution
We were challenged to bring a unified voice to all of Toyota’s sports properties, from the NFL and NASCAR to Bass Masters pro fishing. One thing every sport has in common is the passion of its fans. So the Toyota Sports campaign talks directly to those fans with an idea straight from the core of Toyota’s "Let’s Go Places" brand positioning - the more you put into life, the more you get out. The same goes for sports.
Launched with the NFL season, we kicked off the Toyota Sports campaign with a series of TV spots. Each story celebrates the passion of fans in moments related to their favorite sport.
To connect with passionate fans on an even deeper level, we created the ultimate tool for putting more into the fan experience socially: the first-ever free emoji keyboard for sports. We allowed fans to express themselves in the ever-growing second-screen space in a way they hadn’t been able to before.
The FanMoji keyboard gives sports fans a new way to talk smack and own the conversation.
It even allows them to build their own stories by stringing emojis together - something other keyboards can’t do.