Toyota were looking for some ways to better engage footy fans and get more value out of their sponsorship of the national Aussie Rules (AFL) and Rugby League (NRL) competitions.

Working off the popularity of twitter amongst sports stars, we thought we’d let them do the work for us. The plan was to let it be known that Toyota were going to give away a truck to the player who got the most fans behind them.

Each week we would release a new Toyota themed hashtag that players had to get retweeted. A running tally would be kept on Toyota’s Facebook page and each week a fan would win themselves a Toyota truck.

The idea was to have players hamming it up and calling out Toyota as much as possible in live appearance and across social media so that every game day sport fans would log onto Twitter and see a new Toyota message trending.