Saatchi & Saatchi LALA-Toyota Motor Sales U.S.A., Inc., Toyota Matrix "Gaming All Night" http://www.tmspreview.com/awards/gamingallnight/
Finalist Use of Gaming
Staying up all night with Guitar Hero 3 isn't rare for the game's fans, so Toyota was plugging into known behavior in its Matrix Gaming All Night
promotional event on Xbox Live. Over 200,000 players participated across half a million sessions in a "Play and Win" contest that invited gamers to play GH3 between 6 pm and 6 am. The
campaign made full use of the Xbox Live as a video channel, with a branded destination portal into content about the car - designed to lift that brand's recognition among young males. Mission
accomplished and lesson learned. Reward players for what they already love to do, and they will pay attention.
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Saatchi & Saatchi: John Lisko, Executive
Media Director; Bruce McDermott, Group Managing Director; John King, Clifton Atkinson, Interactive Media Directors; Lily Kim, Interactive Media Supervisor; Christopher Howard, Interactive Media
Planner; Uwe Gutshow, Communications Planning Director; Steven Davis, Account Manager; Rebecca Albert, Account Supervisor; Mallory Guraya, Account Executive. Microsoft: Randy Shaffer, Business
Development Manager; Craig Carney, Regional Sales Manager.