Toyota: SurpriseBob DelightPants
Toyota was looking to make a splash in the pop culture scene and connect with families. So, they teamed up with Nickelodeon to create a custom Toyota Sienna celebrating the 20th birthday of SpongeBob SquarePants. This tribute to the world's most iconic sponge had its big debut at the mecca of pop culture, San Diego Comic Con, surprising and delighting fans.
The rest of the world got to experience the SpongeBob Sienna through social posts. It started with small glimpses of the car coming together in the weeks leading up to Comic Con. Then, during the convention, we posted a video revealing the car.
All together, this campaign racked up over 9 million impressions. But, the true success of the program shines through in the response from the fans.