The Tacoma had become outdated, the competition tougher, and Toyota needed to nail the relaunch—and reestablish the Tacoma as the most unbreakable, powerful, and fun truck. The main goal of the campaign was to engage adventure seekers and inspire them to push boundaries and seek new experiences. We wanted to create content that would resonate with each of their sub-audiences, Ultimate Mountain Athlete was a brand-new original docuseries that was intented to appeal to adventurers of every stripe.
Plenty of pro skiers, climbers, and mountain bikers can claim to be the best at their sport. But who is the best at all of them? The Ultimate Mountain Athlete will find out. The 5-part series pits a group of seasoned pros across three core alpine sports in Colorado’s rugged San Juan Mountains. Through the series, you watch an elite field of eight athletes battle in this first-ever multi-stage competition over a week of head-to-head races. One men’s and one women’s contender is crowned. The prize? The all-new 2024 Toyota Tacoma.
To debut the show within Toyota's campaign flight, we essentially created a 5-episode reality competition show from scratch in 3 months. We had to source competitors, judges, and safety crews. We had to establish judging criteria and find a location where we could shoot mountain biking, skiing, and rock climbing in one general area. And then, on an extremely tight budget and timeline, we had 7 days of shooting to capture all the competition and drama. From battling spring weather in the Rockies to sourcing all the material to flesh out each competitor's backstory, the entire project was a sprint of epic proportions.
In total, Ultimate Mountain Athlete delivered 20,411,311 video views, overdelivering on views goals across digital, CTV and Linear TV. This series also drove 2,242,331 total impressions on digital touchpoints across platforms, overdelivering on original goals by +14%.
Ultimate Mountain Athlete was also amplified through social channels and custom content. We supported the series across 10 social posts, bringing in an impressive 1,787,797 impressions. For custom content, the Outside Watch and PinkBike pages both earned an incredibly high engaged time on page(2:08) compared to network benchmarks(0:39), indicating a genuine interest in the series.
Outside conducted a Brand Metrics lift study for Toyota Tacoma for all site campaign impressions. The study measured 4 KPIs: awareness, consideration, preference and intent. The overall lift for the campaign was +6.4%.
Across the board, this series overdelivered massively, exceeded many of our impressions and views benchmarks, and delivered an impressive overall brand lift.
