TOYOTA: UNIVERSAL STREET GAMES 2018
The Universal Street Games, brought to you by TOYOTA, is a global competition to find the best street musicians, dancers, and sports stars. The competition required users to upload a performance video of themselves performing their craft, and gain competition votes from their peers. The finalists were taken on a road trip to the USA to perform at the 2018 X Games for the chance to be crowned the 2018 Universal Street Games winner.
Utilising a pure-play social media strategy, The Media Precinct was tasked with gaining 60,000 global participants, and 2,000,000 + social engagements.
Our approach was to build sophisticated, layered audience segments based on a multitude of behavioral & attitudinal parameters. We leveraged the wealth of tracking capabilities to ensure efficiencies against the KPI's were adhered to in real-time optimisations.
Our ability to drive user-generated content extended the campaign reach by over 63% above paid media. Empowering the performers was critical to this success.
At the completion of the campaign, we were able to generate 67,000 + participants across the globe, with 2,100,000 social engagements.
Universal Street Games
The Media Precinct
L4 The Old Rum Store
10 Kensington Street
NSW 2008, Australia
Tel: +61 2 8081 2660