Best Sports Integrated Ad Campaign

Yahoo! Fantasy Football is the biggest game of its kind on the Internet. And Toyota was one of its main sponsors. To maximize that relationship, we created this content-rich site featuring tools that fully enhanced what fantasy football players were already doing online. Taking a unique visual approach to “fantasy” football, the site was truly unique to this demographic.
The site tools were the Team Logo Creator, Smack Talk Generator and Football Card Maker. All the content created was shareable via social networks.
The Smack Talk Generator allowed users to build custom videos, which would run as banners on their league’s homepage courtesy of Toyota’s substantial media buy.

Just two-thirds of the way through the fantasy football season, the numbers have been impressive and continue to grow. To date, the site has received 531,264 unique visitors. An average time spent of 5:31. 20,310 team logos created. 29,411 football cards created. And 128,608 fortunes told on the crystal football app.

Contributors:

Executive Creative Director:	Mike McKay
Creative Director:	Ryan Jacobs
ACD/Copywriter:	Raymond Hwang
Art Director:	Matthew Titone
Designer:	Zach Richter
Dir of Integrated Production:	Tanya LeSieur
Executive Producer:	Tina Gongsakdi
Producer:	Megan Bettor
Creative Technology Director:	Christopher Kief
Creative Technology Lead:	Luke Grannis

SAATCHI & SAATCHI LA

Location: USA