The race is on

To grow the Toyota brand with racing fans, we wanted to build a special experience just for them. Tweet Race is a Twitter-based competition that lets fans help their favorite driver compete against real-world opponents during the NASCAR Sprint Cup. Tweeting your favorite driver’s name and a message with the hashtag #TRTR moves your driver around a virtual track. Weekly prizes were given as well as a grand prize – a trip to the Daytona 500.

To send their favorite driver around the track, fans could simply tweet the driver's name and the hashtag #TRTR.

To send their favorite driver around the track, fans could simply tweet the driver's name and the hashtag #TRTR.

After each race, a countdown to the next race took center stage to keep the fans' excitement high.

After each race, a countdown to the next race took center stage to keep the fans' excitement high.

Fans could keep up with how their driver did at any time during the Sprint Cup races.

Fans could keep up with how their driver did at any time during the Sprint Cup races.

For almost every race, a NASCAR driver's car has a new sponsor and new graphics. We created driver avatars for each sponsorship to keep each race looking current.

For almost every race, a NASCAR driver's car has a new sponsor and new graphics. We created driver avatars for each sponsorship to keep each race looking current.

And The Winner is Toyota

This audience is active in social spaces and not afraid to talk some trash. As expected, the fans got into it. The drivers joined in too, tweeting to their fans to push them around the track, bringing a 60% increase in traffic to the Toyota Racing site.