Toyota partnered with Xbox and Adam de la Pena (creator of Code Monkeys) to sponsor Your Dungeon My Dragon on Xbox, Web and Mobile. The show was created in the same visual style as the video games the audience played in their youth. A 16-bit Yaris was integrated seamlessly into two of the five episodes, and played a starring role in one of the two original mini-games. Players compared their scores on the first Xbox LIVE Branded Destination Experience to Web and Mobile leaderboard that tied together the three channels. Fans showed their support of the Yaris and the Show by downloading the first Advertiser Sponsored Custom Avatar Prop.Video Ads on Xbox LIVE were optimised for the Video and Game channels. Editorial links on MSN.com promoted the story in each episode. Consumer could use an m-tag, or click on mobile banners to visit the Mobile site.

Nearly 900,000 visitors to the Web and Mobile sites, and over 500,000 visitors on Xbox, streamed almost 2m videos, and played the mini-games over 300,000 times. Audiences organically discovered the 1bit, 8bit, 16bit and 128bit renders of the Yaris over 50,000 times and engaged with the Gallery over 100,000 times.All this engagement with the Brand led to huge lifts in key metrics, including a 247 percentage point lift for rating the Yaris “Fun to Drive”. Consumers who recalled the campaign were 58% more likely to consider the Yaris, vs. an average industry lift on Xbox LIVE of 18%.