Toyota Shares the Special Olympics Journey

The 2015 Special Olympic World Games were the largest sports and humanitarian event in the world, so Toyota tasked Golin to create an ownable narrative around their official partnership that showcased the life-changing power that the Games – and its sponsors – offer the communities they serve. With a mission to get as many people as possible to “touch” the games, we launched the Share the Journey program so that consumers at home and at the Games could share the experience on Toyotas physical and online stages. We created hometown heroes that featured local ambassador and athlete stories, while leveraging the local neighborhoods and dealers near the Games to build a lasting legacy of Toyota’s humanitarian effort in the Los Angeles community. Results included more than 1.2 billion media impressions and more than 33 thousand visits to the Share the Journey Toyota site. The impact also lives on through 3 renowned-artist murals in Los Angeles and 4 emotional Toyota-branded videos that feature the heartwarming athlete stories.