Let's Go Bigger

The aim of this initiative was to amplify Toyota’s presence at SEMA beyond the convention center walls by utilizing multiple platforms and communications vehicles, extending the investment and energy from the B2B trade show program out to the consumer. Through the well-integrated use of online media, social channels and PR, a powerful SEMA marketing effort was created to broaden and deepen program engagement and build on the “Toyota Dream Build Challenge” brand equity generated in 2012.

Along with their world-class brand partners and build shops, the teams stretched the boundaries of imagination and turned out a spectacular array of show-stopping vehicles. After five days of fans voting online, the victor was revealed at the Specialty Equipment Market Association (SEMA) Show in Las Vegas where our emcee, Rutledge Wood, crowned Team Joe Gibbs Racing Motocross the winner of the Toyota Dream Build Challenge Cup.

We built a website with a permanent home on Toyota.com. We took hundreds of press-quality images and jib packages, produced 18 web-ready episodes about the build process and SEMA presence. We wrote press releases, social media posts, coordinated with major national brands, athletes and celebrities. We even designed these cool trophies (yes, those are spark plugs on the top!).

It might seem like a lot of work — and it was — but it really is true that time flies when you're having fun. These SEMA projects allow us at GAC to really flex our muscles and stretch our creative minds to produce work that we will be proud of for the rest of our lives.

Highlights of the SEMA effort include:

Increases in reach and participation year-over-year in every measurable metric
Best of SEMA awarded to CamRally by Automobile and Edwards
Integrated web design within the Toyota.com architecture
30+ videos produced, including a 16-episode video series which provided TDBC athletes, brand partners and build shops rich content to promote to their fan bases
Custom trophy design
Successfully expanded outside the box of pure racing to harness a fan base beyond true enthusiasts and gearheads including music, food, lifestyle and extreme sports
Vehicles being repurposed for a myriad of other engagements beyond SEMA such as major auto shows and lifestyle events
160+ high-quality studio photos produced and used across TUSA channels, including digital, social media and PR
Broader publicity in every major enthusiast publication, including: USA TODAY, GrindMedia, Jalopnik, Automobile, Car and Driver, Motor Trend, Truck Trend, Edmunds, Autoblog, AutoGuide and AutoWeek.