To effectively communicate the Toyota brand on MySpace, it needed to break through a visually saturated online environment. Custom branding and new logo specific to Toyota Music was created. All follow-up creative pieces utilised aspects of the musician lifestyle/genre and appealed to the MySpace user's desire for success: a real record contract.The creative content integrated multiple forms of media, print, out of home and digital. The existing Toyota MySpace community page was leveraged as an anchor for the contest – all contest information and entries were hosted there. Banner creative on Myspace.com, print ads in publications such as Spin and Filter, offline street teams and wild postings were used to promote the contest. At the centre of it all was the viral submission widget – featuring the user's customised demo tape. This shareable widget allowed the user to both participate in the contest and also promote their band.

Rock The Space broke benchmarks for MySpace and Toyota, generating unprecedented levels of participation. The contest received 18,593 submissions – exceeding the goal 15x over with 13,945 approved submissions. With 45,741 MySpace user votes this goal was overachieved by 7x. Completion rate for the contest submission was 61% with 67,479 widgets installed.

Toyota experienced an increase in positive association with Rock The Space. The MotiveQuest study found that net positive sentiment towards Toyota increased by 14%. Positive sentiment was overall 23%, 14% higher than automotive norm (9%). Negative sentiment towards Toyota decreased by 5% after Rock The Space launched.