PALM DESERT, CA: Toyota, the automaker, believes its long-term partnership with Yahoo's Fantasy Football has provided its brand with a unique set of online and offline benefits.

Dionne Colvin-Lovely, National Media Director for Toyota Motor Sales USA, discussed this tie-up, which stretches back almost a decade, at the Interactive Advertising Bureau's (IAB) 2016 Annual Leadership Meeting.

"It's very difficult, usually, to find a single platform that's really national and brand-focused in nature but still allows us to leverage our product features and also has an extension all the way down to the sales," she said. (For more, including further details of this partnership, read Warc's exclusive report: Toyota scores with Fantasy Football affiliation.)

At the broadest level, a relationship with this property "allows us to really tap into a very passionate audience around key verticals for us like sports," continued Colvin-Lovely.

But specific activations provide more granular payoffs, with the Toyota Hall of Fame – a digital tool letting the top players (and others eager to see how they measure up) view their ranking – supplying consistent engagement.

Toyota also offers playful digital awards promoting individual vehicles, like the Prius "Game Changer" prize when people pick a player who scores far more points than expected, and the Camry "Power User", achieved when people regularly visit the Fantasy Football site.

"These trophies were really strongly tied to the features that we wanted to tout within our entire strategy for our products," said Colvin-Lovely.

Equally, the development of the Fantasy Football app has helped Toyota reach consumers on the mobile devices that are responsible for an increasing share of media usage.

This offering, Colvin-Lovely revealed, "drove great traffic and submissions" to the Hall of Fame – in the form of over a million visitors to this platform and an in-game Toyota hub.

In bringing its Fantasy Football efforts into the physical world, Toyota worked with Yahoo and the San Francisco 49ers to create a bricks-and-mortar Hall of Fame at the Levi's Stadium in Santa Clara, California.

This was "one of the great dividends and benefits of a broad platform like Fantasy Football," Colvin-Lovely said. "We were able to pull together a really strong tier-one/tier-two alignment, which is like lightning in a bottle."

Data sourced from Warc