Goal To The Gold Cup
View the case- Brand
- Toyota
- Year
- 2021
- Objective
- Awareness
- Industry
- Automotive
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- UNIT9
- With
- Conill
Objective
Toyota was heading into its third straight year sponsoring the Concacaf Gold Cup and wanted to turn that sponsorship into a direct moment with Latino fans in the US, an audience only just returning to stadiums after the pandemic. The goal was to give supporters a way to cheer for their national team with their own voice, tie that emotion to the Tacoma TRD Pro and Tundra TRD Pro, and drive registrations for a sweepstakes.
Solution
The game opens in a browser on your phone, no app to install. You pick a pickup truck and the national team you're rooting for, then watch a countdown before the mic goes live and you shout "Goooal!" — the louder and longer the shout, the farther your truck drives down an 8-bit pixel road. Each run generates a fresh roadside of trees and terrain, so no two attempts look alike. After the run, you can register for a sweepstakes to win a Tacoma lease and a trip to the Gold Cup final in Las Vegas. The same setup also ran offline, where fans at stadium Fan Zones shouted into the game while sitting inside a real Tundra.
- 1
The game opens directly in a mobile browser at gritemosjuntos.com, with nothing to install. A white loading screen gives way to a pixel world building itself from the ground up, landing on a title screen with a pixel canyon, the Toyota logo, a "Goooal to the Gold Cup" emblem, a START button, an English/Spanish toggle, and footer links to the privacy policy and official rules.
- 2
A tutorial overlay walks the player through the basics via paginated slides with a NEXT button, including one instructing the player to select a truck.
- 3
The player picks a pickup model, choosing between the Tacoma and Tundra, each shown with a photo, a tagline, and a SELECT button.
- 4
The player also picks a national team from the Gold Cup 2021 field; that team's flag then flies from the truck bed during the run.
- 5
The game requests access to the phone's microphone, which it needs to register the player's shout.
- 6
A countdown from three to one gives the player a moment to take a breath before the run begins.
- 7
In the core run, shown from overhead, the truck drives down a randomly generated pixel canyon with the team flag flying from its bed. The volume and length of the player's shout into the microphone is the only control — there are no buttons — driving a "Passion Meter" and increasing the distance traveled.
- 8
The run ends with two numbers: the distance covered in miles and the volume of the shout in decibels.
- 9
The player is prompted to register with personal details for a sweepstakes offering a Toyota Tacoma lease and a trip to the 2021 Gold Cup final in Las Vegas.
- 10
An offline version of the same game runs in Fan Zones at tournament stadiums, where fans play seated inside a real Toyota Tundra and pose for a photo with the Gold Cup trophy.
