Toyota: Gold Cup
Open the game- Brand
- Toyota
- Year
- 2021
- Objective
- Awareness
- Industry
- Automotive
- Platform
- Mobile web
- Agency
- Toyota
- With
- UNIT9
- With
- Conill
Objective
As the official automotive partner of the 2021 Concacaf Gold Cup, Toyota sought to engage passionate soccer fans across Latin America and amplify their support for their favorite teams during the continental tournament. The brand created an interactive experience that celebrated fan passion and deepened the connection between Toyota and the CONCACAF audience.
Solution
Toyota launched 'Goal to the Gold Cup', an 8-bit pixel-art mobile game with audio-reactive mechanics. Fans controlled gameplay by shouting 'Goooal' into their device's microphone, with the game's engine evaluating the volume and duration of their voice to determine in-game performance. The game was accessible via the website gritemosjuntos.com, launching July 10, 2021. Players competed for prizes including Toyota Tacoma and Tundra TRD Pro rentals. The campaign was developed by UNIT9 and Conill, with promotional support from @ToyotaLatino.
Results
Not published.
