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Toyota fantasy football play leverages native ads, stadium experience

Toyota, which has a seven-year automotive sponsorship relationship with Yahoo Fantasy Football, has put its name behind a fantasy football-player hall of fame. The inclusion of the ?Toyota Hall of Fame? as part of Yahoo Game Day at Levi?s Stadium, a bricks-and-mortar link to Yahoo?s fantasy football program, shows how mobile can be deployed to raise sports fans? engagement level.

"The mobile elements of the campaign are about being relevant to and even improving the player experience,? said Dionne Colvin-Lovely, national director for traditional and emerging media with Toyota Motor Sales USA.

?If you are sending signals in the game that you are interested in new information about players, we have a brand presence around this research and a way to serve up the information. It's very native and organic,? she said. 

Hall of Fame
Half the placements in Toyota?s native advertising on Yahoo are mobile native ads, since the player spends about half the time in game on mobile devices, Ms. Colvin-Lovely was quoted in Media Post. 

Toyota is also running native ads within the Yahoo Fantasy experience on desktop and mobile that highlight the Toyota Hall of Fame in addition to a variety of Toyota vehicles. 

Toyota native ad.

These ads can appear seamlessly within the league's homepage and newsfeed. 

Saatchi & Saatchi LA, Toyota?s agency of record, was instrumental in developing the program. 

The Hall of Fame will highlight the history of fantasy football. To engage fans, it will include touch-screens where people can learn about all Toyota Hall of Fame inductees.

Another feature will be the Flickr Trophy Room, where fans can take a photo sitting on the fantasy football ?throne?.

The hall also will include multiple TVs to let fans stay up to date on the latest Yahoo fantasy football news.

Finally, a fantasy football Hall of Fame bust will provide the setting for fans to take photos to create their very own virtual winner?s bust.

Yahoo has also introduced a new fantasy football lounge at Levi?s Stadium with Yahoo TVs, showcasing live game scores, Yahoo Fantasy Football leader boards and stats, and Flickr photos taken at 49er games to showcase the action.

The partnership allows Toyota to identify users who have shopped on Yahoo Autos and offer them lower-funnel messages.

The program ties Toyota model-specific content to awards in Yahoo?s fantasy football world.

For instance, a Camry Best in Class award can go to the league?s top drafting team.

Automotive sponsor
Toyota has been the premier automotive sponsor for Yahoo Fantasy Football since 2007. 

?For Toyota, the mobile aspects of their fantasy football campaign are focused on not only being relevant to the player experience, but also enhancing it,? said Ken Fuchs, vice president, group lead, Yahoo Sports.

Raising fans' engagement level.

?Their native ads are integrated seamlessly into the game experience to engage players within the standings, rosters and matchup pages along with the Fantasy news stream.?
?The campaign is running within the Yahoo Fantasy Football experience throughout the season.?

Final Take
Michael Barris is staff reporter on Mobile Marketer, New York.