A unique digital/tactile engagement for XM and Toyota that needed to show consumers the variety of programming and channel selection available in XM-equipped Toyota vehicles... with a lo-fi twist. By challenging consumers with the call-to-action of, "What Frequency Are You?", we were able to drive hands on engagement in the form of a uniquely printed gumball with one of the hundreds of XM stations. Sort of a really large fortune cookie. Digital content, created with partner agency MindfieldUSA, was integrated internally to make sure that the XM message was broadcast in multiple ways. In the end, the gumballs became ping-pong balls, the victim of those ruthless budget cuts that seem to stalk great ideas.
Photo Credit: Kathryn Rapier / www.kathrynrapier.net
