Line of Scrimmage
When Toyota sponsored Sunday Night Football, NBC gave Toyota a 45-second pod during its Halftime Show to run a commercial. We decided instead, to do something special in that media space.
Finding similarities between the Toyota Tundra and the interests of the hardcore football audience, we decided to profile “the gutsiest” high school football teams across the nation. “Gutsy” being a very subjective term. Our cross-country trek managed to unearth some truly special teams with their share of both unique and moving stories.
After finding these teams, we set out with a documentary filmmaker and his crew and immersed ourselves in the lives of these teams and their communities. We used this documentary footage and evolved our simple “commercial” media buy into an original segment during the NBC Sunday Night Football Halftime show.
TV
Website
We Created A Website Tailored To Our Audience
We gave the consumer a clean, informative and user-friendly website for them to research additional information about the program. This intuitive navigation plays well with our target who can only devote a limited amount of time to search for and filter the content they need.
Web Videos
Social Media
Extending The Campaign With Social Networking
Fans of high school football didn’t really have a official online hang out. So we decided to create one. Our presence on these sites gave us the unique opportunity to meet and acquire fans/friends directly, and keep these subscribers updated with all things Line Of Scrimmage (and Tundra). It also gave the fans instant access to our library of viral videos and a forum for them to support their schools and to share their thoughts and ideas concerning the series throughout the entire season.
Logo
Working with I LOVE DUST’s London office, we developed a logo that reflected both the characteristics of the Tundra brand and the intensity of authentic high school football. We then reached out to EMBER Studios to execute this 10 second animation used to promote the segment on NBC.
Video Game
Continuing our reach into the online space we developed a video game featuring the Toyota Tundra. The Tundra is used as part of an elaborate sling shot used to “kick” field goals. The goal is to launch iron footballs through a set of NFL uprights. To keep the guys coming back, the game got harder as it went on. We also embedded “easter egg” disasters when the player missed. When your aim is a little off, that's when the real fun begins.
