We collaborated with DC Comics artists to beautifully illustrate the animated comic book. Told as “content wraps,” they not only included exclusive show content, but also included Yaris integrations - the car drawn into the animated storyline. Each content wrap was also followed by a custom-created :10 Yaris commercial, which made it contextually relevant. In order to extend this program and engage our “deep divers”, we worked with the Smallville creators to develop an online game, providing even more background into the creation of The Justice League. The game board was Oliver Queen (The Green Arrow)’s desktop. Participants ‘hacked’ into his personal files to find clues about the origin of the Justice League. Winners were chosen each week, with prizes including an iPod (the MP3 hookup in the Yaris was highlighted in the third content wrap), Smallville DVDs, Smallville soundtrack CDs, as well as a Yaris for a grand-prize.

Nielsen minute by minute ratings determined that the five content wraps were 1% higher rated on A18-34 than the STD average Smallville program rating, compared to a typical 6% drop-off. The campaign generated: 43,237 game registrants, 18,642 users requesting mobile and email alerts, 6,201 users requesting more information about Yaris.