Toyo Tires: Kick for Cash Promotion.
The Challenge.
Signing a major partnership with the Western Sydney GWS Giants, Toyo Tires sort an activation strategy to quickly align themselves with the family orientated fan base.
The Creative Solution.
Provided with the opportunity of 5 minutes on field in between quarters, Mindjam developed an on field activation to engage fans and the entire stadium through Kick For Cash. Each week we gave 1 person via a social media hashtag, the opportunity to kick an AFL ball into a stack of tyres, 30m out. All they had to do was to upload a photo of their “Game Face” prior to the match.
The Results.
Kick for Cash has engaged and entertained fans at every match since 2017, helping build the brands awareness quickly and in an authentic way. The competition has become a must see moment at every home match and an entertaining way to enjoy 3/4 time. The highlight of the promotion was when Paul took home the $100,000 in front of a capacity crowd, generating global news coverage worth millions.