Proximity Wellington, Toyota New Zealand, 2012
For the exciting launch of the new Toyota 86 sports car, New Zealand’s first shipment was hijacked by a mysterious organisation calling themselves ‘The Fun Police’.
This sparked a nationwide hunt for the missing vehicle that spanned multiple advertising channels – both online and off.
There were already lots of pictures of this much-anticipated car everywhere in international online coverage, so instead of showing a car people already had seen, we decided to take it away.
A three act narrative: Launch, Hijack, Hunt!
The first part of the campaign produced typical billboards, posters, TV ads, and even a website showing off the car. There was also a Facebook page, and an ’86 Club’ Facebook app, with the chance to Win an 86 for 86 days.
In the second part, we hijacked our own ads, using a fictitious organisation called themselves the ‘Fun Police’.
Unable to bear the sight of the thrilling new Toyota 86 (it was too much fun), they hijacked the first shipment of 86s into New Zealand, and censored all the 86 advertising online and in print.
The third phase empowered the ’86 Club’ audience to get the 86 back by hunting down special ‘Fun Infringement’ codes – which they found on everything the Fun Police censored.
They then entering them into the 86 Club app to gain themselves even more chances to win the 86 for 86 days, unlock achievements and share sightings with other 86 fans.
- I created the Information Architecture and Content Plan for the 86 Website.
- I designed the Facebook app that fans used to participate in the game and shaped the open graph messages that helped spread the word of the game as it unfolded to players and their friends, encouraging them to keep playing to earn entries and earn achievements.
- I designed the game component of the campaign, planning where different Fun Police codes could be found and defining their points values to keep the challenge interesting and varied for our audience.
- I ran the 86 Facebook community in the lead up to the campaign, building a base of sports car fans and identifying particularly keen individuals. When the Fun Police component went live, I monitored both the 86 and Fun Police pages closely, and helped keep players fully engaged with the game.
This was my first project working with open graph stories, in the early days of Facebook’s rollout of this feature.
I was particularly pleased with what we learnt as a team about using Facebook’s methods of sharing (instead of our own hacky ones) and the positive, visible impact these had on the overall reach of the campaign.
- New Facebook fans over the run of the campaign: over 9,000
- 86 Club application members: 3152
- ’86 hunt’ game players: 545
- Total competition entries awarded: 274,483
- Total number of flags earned by players: 22,102