Toyota Stackla AFL promotion

Toyota Custom App + Stackla UG Video

Brief

Toyota was looking to build on the successful 2013 My Legendary Moment AFL promotion and approached Stackla to help them.

The premise of the promotion is to encourage user generated (UG) videos (max one minute) recreating fan's favourite AFL moment for a chance to win a Toyota HiLux and a Grand Final experience. Objectives of the promotion were:

1. Drive engagement with campaign & all user-generated content
2. Generate excitement for Toyota amongst key audiences - Makers, Watchers, Voters
3. Contribute to increased consideration for Toyota
4. Consumer data capture for future comms

Solution

Given the scale and scope of the project Stackla brought in Pillar Digital to plan and manage the build (front and back end). Pillar Digital provided Toyota with a responsive custom app solution allowing for the upload and display of fan's video entries over the nine week campaign.

A significant back end requirement was for the application to integrate with Brightcove (Toyota's VCMS partner) - a first of it's type for Stackla and Pillar Digital. The integration allowed fans to upload their video (inc. title and description) via the application which was then transcoded and pushed into the Stackla queue for moderating prior to being published.

The campaign was split into various phases to drive registrations of interest, campaign entries and voting. There was greater emphasis placed on the Vote phase with users asked to register their details prior to voting.

Results

Average session duration was 6mins 10secs with over 47k page views with around 5,200 votes captured.