Multi-touchpoint Super Bowl takeover
Toyota sought a dynamic way to elevate its presence as the official auto partner of the NFL during Super Bowl week, aiming to deepen engagement with Team Toyota, boost fan interaction metrics, and drive stronger 360° visibility across all major Super Bowl touchpoints.
The goal was to create unmistakable moments of connection with NFL fans while reinforcing Toyota’s core brand attributes of inspiring and exciting.
THE ASK
ANTHEMIC developed a multi-day, multi-location activation strategy centered around interactive experiences and strategic media partnerships.
The plan focused on embedding Team Toyota throughout the fan journey with hands-on vehicle activations, content-driven media hubs, and a flagship Toyota-owned event.
THE PLAN
Toyota Touchdown Drive: a 50’ x 100’ interactive zone featuring four unique vehicle activations at the SBLX Fan Experience.
SBLX Media Center Activations: two media footprints created in partnership with Front Office Sports and The Gist.
Toyota Glow Up Classic: the second annual Toyota-owned glow-in-the-dark FLAG football game.
Super Bowl LX Gameday Experience: Vehicle footprint celebrating the Daniel Diamond partnership.
THE PROGRAM
160% over goal delivery with 38k+ Brand Engagements at the Super Bowl LX Fan Experience activation.
113% over goal delivery with 6k+ interactions at Super Bowl LX Fan Experience activation.
2,200+ attendees to the second annul Toyota Glow Up Classic FLAG Football event.
THE RESULT
