Case Study for Agency
03-1033816-580

In the fall of 2007, we worked with Toyota Motor Sales USA to develop
and execute a grassroots sponsorship program with the St. Louis Rams
entitled the “Toyota Holiday Key Giveaway.” This program consisted of a
series of experiential marketing events at St. Louis Rams home games, a
sweepstakes to win a 2007 Toyota Tundra, and a military solute to a
member of the armed forces on the field during Rams home games.

We executed many elements of the program including event operation and
logistics, display areas and signage, autograph sessions with athletes
and celebrities, and military salute logistics. We also developed the
sweepstakes elements including rule development, entry boxes,
semi-finalist drawing and the half-time sweepstakes key ceremony held
on the field.

Each event included a branded Toyota Tailgate area, a location selected
within a high traffic area adjacent to Edward Jones Dome. The area
allowed consumers to experience the Toyota brand and learn information
on Toyota products first hand. We incorporated a t-shirt launcher to
increase crowd interaction, as well as Santa Clause during the December
24th game.

At the Christmas Eve game, we displayed three new 2007 Tundra vehicles.
Ten semi finalists were selected from all entries received, and those
finalist were invited to this game for their chance to win the vehicle.
During half time, the semi finalists were introduced on the field and
each selected one of ten keys; one of which opened the door to the
prize vehicle. The semi finalists were then led outside to the Toyota
Tailgate area, where they attempted to unlock the door of the prize
vehicle during a live broadcast at the half time event.