Cannes Lions

AMERICA'S CUP

STARCOM NEW ZEALAND, Auckland / TOYOTA / 2008

Presentation Image

Overview

Entries

Credits

Overview

Execution

Through the extensive campaign coverage via the range of media partners, consumers were driven to www.toyotabringbackthecup.co.nz to sign up; once they had registered, a widget was downloaded onto their desktops. Through this widget we sent daily updates of the key highlights from the previous nights racing, which were available to down-load at 7am each morning.This enabled consumers to keep abreast of the event as it progressed, as they could access the most up to date information across a range of America’s Cup related components. Naturally this included daily racing highlights, in addition to team profiles, technical specifications and results, virtual spectator, local weather and events to name just a few.

Outcome

Over a third (146,178) of our audience visited. www.toyotabringbackthecup.co.nz to access the free content. A further 9,708 consumers opted to access richer-content through the $39.95 registration fee. Audience levels across the media coverage also eclipsed expectations as Toyota enjoyed highly visible and exclusive ownership of all America’s Cup communication.

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