The Toyota Hall of Fame is the first ever Hall of Fame to honour the greatest of the 20+ million passionate users in the U.S. who play Fantasy Football. Honorary members who played a historic role in the game were inducted at a ceremony held in Hollywood, CA to kick off the season and users submitted video resumes throughout the season to compete for five additional spots. The experienced lived within the Yahoo! game itself and a series of branded medals paid off priority Toyota vehicles and became additional accolades for users to bolster their resume for induction into the Toyota Hall of Fame.Partnering with Yahoo! allowed us to create touch points on multiple screens including tablet, mobile, connected TV and desktop where users were able access Hall of Fame content, watch videos and read articles to help give them an edge to be the best.

Hall of Fame achieved and over-delivered on Toyota’s goals in terms of engagements and brand metrics across screens.EngagementWeb: •Unique Visitors: 1 million •Interaction Rate: 21.12% •Toyota-branded Medals awarded: 10MMMobile (including tablet):•Unique Users: 1 million Connected TV:•Total Viewers: 2.3 million•Average hours/session: 3.2 (throughout the season)Brand Metrics•Message Association: 292.2% Lift (29x Automotive Benchmark) •Online Ad Awareness: 21.86% Lift (2x Automotive Benchmark) •Purchase Intent: 4.35% Lift (2x Automotive Benchmark)