Toyota builds on F1 Euro activity online

by Charlotte Goddard, Revolution UK 01-Jul-03

Toyota Motor Marketing Europe has invested two million euros (£1.4m) in a pan-European integrated campaign to support its motorsport activity.

Digital agency de-construct has created a microsite (www.toyota-europe.com/f1) featuring a Formula 1-themed competition created with games developer Player Three.

Players get a virtual pit garage and collect Toyota car parts over the course of the F1 season by playing games such as pit stops and brake challenges.

Prizes include trips to a Grand Prix event and a Toyota Yaris T Sport.

Launched at the start of June, the promo runs until the start of August.

As well as building Toyota's association with F1, it aims to provide data capture for future promotions. The site, in five languages, is being pushed across the Eurosport online network and three daily spots on Eurosport's TV channel.

"We want to build on F1 corporate activity by inviting people to become closely involved with the Toyota brand," said Paul Greaves, European media manager at Toyota. "Our approach was to leverage the excitement and competitiveness of Grand Prix by investing over £1.4m in a Eurosport-based promotion across TV and the internet."