Toyota. Gold Farming for the real driving Winstrike Agency
This work
in other
nominations
Digital Campaigns
Task
1. Integrate brand of Toyota into esports. 2. Attract customers to the Toyota product through native and relevant communication channels. 3. Stick to Toyota’s strict ad placement guidelines.
Ideas and solutions
Toyota is famous for its stable and loyal community and it gets even stronger with fresh blood. That is why Push The Limit communication strategy was created — to be a channel to reach a younger audience in extreme and professional sports. Another way was to jump into the fast growing trendy esports industry to become the first automotive brand in Russia in esports. Toyota was ready to go all in and with the help of a professional team chose the most popular discipline in Russia — DOTA 2. It was an obvious choice to reach maximum gamers and speak the language of the audience. Together with Winstrike Team we decided to deeply integrate project into game mechanics with in-game branding and gold counter — we customized a section on Push the Limit website where users could see the process of gold farming in Winstrike official games: https://winstrike.pushthelimit.ru/ “Farming” (or getting gold) is one of the most important aspects in the Dota 2 game, where the purchase of artifacts is important for victory. Total of collected gold was summed up using a special counter. Spectators could win a real Toyota RAV4 making only one right prediction — how many official matches Winstrike need to get a price of crossover (2 000 600 RUB). Motivated and overwhelmed with support Winstrike Team hit the goal in only 14 games — this number was guessed correctly by 56 people. Media results: 22+M gamers engaged, 40+K users deeply engaged on project page, brand perception metrics such as «technologically advanced» increased by 11.5 % & «youthful» by +21%, search queries amount of RAV4 +14%
