To use one of Daniel's most popular segments and make his Subaru the star of the show, and keep the integration authentic and original — the #NanaNanaSubaru challenge was born.
#NanaNanaSubaru was a socially fueled contest. Fans were driven to submit their "challenges" to Tosh via social networks (Facebook, Twitter, Instagram, Vine, YouTube) by hashtagging #NanaNanaSubaru. All social conversation and contest submissions were aggregated in a digital hub: www. cc.com/na-na-na-boo-boo. One lucky contestant was awarded Daniel's Subaru.
About Tosh.0:
Daniel Tosh, star of Tosh.0 on Comedy Central, is famous for his mocking wit and comic intolerance of phonies, sellouts, reality "stars" and hypocrisy of all stripes. His young male fans love his irreverence and his willingness to undertake challenges in pursuit of laughter. One of his most popular segments is "Nana Nana Boo Boo" where he challenges his fans to compete against him. Many of his on-air adventures and stunts have shown him inside his own personal Subaru Outback.
About Subaru:
Subaru is all about adventure, authenticity, and the deep affectation Subaru owners have for their cars. Their messaging pillars are reflected in their ongoing "LOVE" campaign. Subaru sought a branded content partnership that went far beyond passive product placement/sponsorship; Subaru was looking for deeply engaging, original content ideas.
The partnership:
To use one of Daniel's most popular segments and make his Subaru the star of the show, and keep the integration authentic and original — the #NanaNanaSubaru challenge was born.
#NanaNanaSubaru was a socially fueled contest. Fans were driven to submit their "challenges" to Tosh via social networks (Facebook, Twitter, Instagram, Vine, YouTube) by hashtagging #NanaNanaSubaru. All social conversation and contest submissions were aggregated in a digital hub: www. cc.com/na-na-na-boo-boo.
Comedy Central and Tosh.0 supported the contest with over 30 social elements across all environments including, GIFs, MEMEs, photos, video mash-ups, and live tweeting, encouraging fans to submit videos.
On the premiere night of the campaign, #NanaNanaSubaru trended nationally, and the whole campaign saw over 6,500 fan video submissions and 47mm+ social impressions.
Ultimately, four fans were flown to Los Angeles to personally challenge Daniel in a custom episode for a chance to win his car. One lucky contestant was awarded Daniel's Subaru.
