When Teen Vogue signed their first ever automotive advertiser, they looked no further than our team to lead digital design & development for their collaboration with Toyota Motor Corporate’s campaign to educate and empower mothers & daughters to take steps to end distracted driving. The program was a 7-part content series that ran both in the magazine and online and showcased six Teen Vogue It Girl mother and daughter pairs and a featured Toyota car model. The aim was to incentivize site users, through an accompanying sweepstakes, to sign a pledge not to drive while distracted. Users could also snap/take a photo of themselves “air-driving” and upload it for a chance to win additional prizes, creating further engagement and participation with the campaign.
Along with the site itself, including sweepstakes and contest portals, we created various standard and rich-media ads that ran across teenvogue.com to drive to the site. The result? The program generated over 300 million impressions, and more than 20,000 pledges to not be a distracted driver!