Club América is one of the biggest and most important professional Mexican futbol clubs, based in Mexico City. It has more than 33 million fans. But 6 million of them live in the US, and for many different reasons they haven't been able to return to their country and see their team play at their home stadium: The Azteca. Toyota’s partnership with Club América was a perfect opportunity for our objective: to showcase the Tundra’s capabilities and connect the brand with fans.

Toyota Tundra brought a piece of the legendary Azteca Stadium—the famous Mexican landmark that has hosted 2 World Cups, 1 Olympic Game, and 11 Club América titles—to the 6 MM Club América fans living in the US. We took the stadium’s real worn seats, the poles, the fencing and even its official announcer, and turned them into real Azteca stadium mobile bleachers. Then, Tundra towed them from Mexico City all across the US following Club América on its international tour. We placed the bleachers inside US stadiums and gave fans the opportunity to experience the games from there, so those who are not able to return to Mexico, could feel at home again.

Toyota Tundra suffered from a perception problem with Latinos living in the US. They didn’t think our truck was tough enough. We had to show them how tough and powerful the Tundra was in a way that would truly connect with them. So we saw a perfect opportunity leveraging one of their biggest passions: Futbol. Toyota understood how hard it is for these fans to follow their home team from thousands of miles away. A perfect opportunity for Tundra to shorten the distance while showing its capabilities.

It all started with a call. We asked: Can we take a piece of the Azteca Stadium? And as crazy as it sounds, it happened. We brought the Toyota Tundra all the way to Mexico City to pick up 30 original stadium seats, its poles, the fencing, and even its official announcer. All pieces were assembled together and turned into real Azteca Stadium mobile bleachers. Then, Tundra towed the 9,000-pound installation from Mexico City all across US following the team on its international tour. A total of 6,000 kms driven within 5 key cities from end of June to mid July. The bleachers were placed inside and outside US stadiums where the Club América played, including the iconic Cotton Bowl in Dallas. Fans had the opportunity to interact and watch the games from there. A social media and influencer content plan helped amplify the idea.

The Azteca mobile bleacher traveled a total of 6,000 kms across 5 key cities: Mexico, Dallas, San Jose, Fresno, and Los Angeles.

The activation generated a total of 34.2MM total impressions and 5.4MM social engagements.

Social listening showed us how our fans appreciated the Brand’s commitment.

Club América signed on for a second year of partnership.

But, most importantly, we proved that passion has no borders just by doing for the people what Tundra knows best: work hard.