Break Media

Objective

Toyota took on a challenging task:  To convince young dads that rolling around town in a mini-van with a car seat can still be cool.  Toyota aimed to position the Sienna as a top of the line mini-van that young parents could have pride in.

Execution

Toyota partnered with Break Media to distribute the original video “Swagger Wagon” across Break Media sites and Network that indexed strongly against the young dad demographic.  The comedic video was created by Toyota and directed by Jody Hill (Eastbound and Down).  The video garnered widespread attention from the target audience through high impact editorial promotion on Break.com, custom Homepage Takeovers, and high impact video units that ran across the Break Media Network.  The video left users bopping their heads while singing, “Where my Kids At? Where My Kids At?” and had the audience engaged with nearly a million streams and over 41K Facebook likes within the first month of launch.

Campaign Details

Client
Toyota Sienna - 'Swagger Wagon'

Links
Page Engage
Homepage Takeover w/ Video

Objective

Toyota took on a challenging task:  To convince young dads that rolling around town in a mini-van with a car seat can still be cool.  Toyota aimed to position the Sienna as a top of the line mini-van that young parents could have pride in.

Execution

Toyota partnered with Break Media to distribute the original video “Swagger Wagon” across Break Media sites and Network that indexed strongly against the young dad demographic.  The comedic video was created by Toyota and directed by Jody Hill (Eastbound and Down).  The video garnered widespread attention from the target audience through high impact editorial promotion on Break.com, custom Homepage Takeovers, and high impact video units that ran across the Break Media Network.  The video left users bopping their heads while singing, “Where my Kids At? Where My Kids At?” and had the audience engaged with nearly a million streams and over 41K Facebook likes within the first month of launch.