To gain credibility with a young, web-savvy market, we created YourOtherYou.com, a unique interactive experience enabling consumers to play extravagant pranks on their friends. The user simply inputs a little information about their friend – phone, address, etc. – which we then use, without the friend’s knowledge, to freak them out through a series of dynamically-personalized phone calls, texts, emails and videos. The story revolves around one of five lunatics – who seems to know you intimately - driving cross-country to visit you. The Matrix is integrated seamlessly and the prankster can follow the prank progress in real-time online.

The launch comprised of unbranded print, wild postings, online videos, numerous websites, web banners, mobile WAP sites, MySpace pages, YouTube videos, blogs and other viral media which either authenticated the characters from the game or drove traffic to yourotheryou.com. Each piece of communication featured at least one of the five characters. For example, one was a death metal singer. We seeded interviews with his band online. We produced an entire album for download. We even created a concerned parents group that had an online presence and spoke out against him and his music.

Toyota introduced the Matrix to an audience that rarely watches television and is skeptical of both advertising and big corporations. Without a big spend, we reached millions of our core target. On their terms. One video alone had over 2 million views. In addition, popular online video bloggers who rarely endorse corporate products encouraged their own viewers to go to yourotheryou.com. From a creative standpoint, the consumer was rewarded with content that became more and more involved the deeper they looked and without overt branding. YourOtherYou.com became an entertainment property for the client rather than a disposable piece of marketing.