Dive summary:
- Toyota has raised 892,000 meals for those victims still struggling from Hurricane Sandy; each time someone watches the "Meals Per Hour" video, Toyota pledges another meal and will go until they reach 1 million.
- The video was originally engineered as a paid search project, but once Toyota saw the response the brand re-budgeted.
- The six-minute documentary style video was produced by Supermarché directors Henry Joost and Ariel Schulman, the makers of movies such as Catfish and the last two Paranormal Activity films.
From the article:
"Below are data points from Toyota's effort exclusively given to Adweek:
- 214 million media impressions
- viewed for more than 2.2 million minutes
- 41 percent average completion rate
- 17,000 YouTube likes
- 1,800 social shares
- 1,000-plus Twitter favorites"