Carspiracy: Digitally Forward Case for House of Brands

Challenge: Drive greater engagement with NFL partnership and increase awareness for annual sales event

About: We have developed a multifaceted marketing relationship with Green Bay Packers quarterback Jordan Love, centered around both official partnerships and organic viral moments. As a Team Toyota athlete, Love is featured in Toyota's 2025 NFL Draft campaign, where he helps spotlight rising talent and appears in content around the "Toyota NFL Grand Entrance" experience at the Draft in Green Bay, while also supporting Toyota's partnership with NFL FLAG by covering registration fees for youth leagues. However, the most unique and unexpected Toyota-Love connection emerged from the viral "Toyotathon" phenomenon. Fans noticed that Love's quarterback performance dramatically improved during Toyota's annual Toyotathon sales period (mid-November to early January), leading to social media buzz and even a Change.org petition urging Toyota to extend the event through Super Bowl Sunday. Love embraced the trend by wearing a "Merry Toyotathon" sweater and acknowledging that "if Toyotathon is sending us some extra positivity, we'll take it". The meme gained traction when fans pointed out Love's stark statistical improvement during the 2023 Toyotathon period - going from 58.6% completion and 10 interceptions in the nine games before to leading the Packers on a 6-2 run that secured their playoff spot. This organic cultural moment became a marketing goldmine, blending genuine fan enthusiasm with their sales event timing.

Results: $7.2M in earned media & 859K signups

Client Name: Toyota

Campaign Name: Carspiracy

Year Released: 2024