Toyota’s Drive Into Esports: Using Influencers to Reach a New Audience (Influencer Marketing Series)

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With esports continuing to grow in popularity and revenue, it is becoming increasingly necessary for brands to connect with this influential audience in an authentic manner. After months of researching the esports landscape and the various avenues to participate, Toyota embarked on a partnership with the Overwatch League as a North American Launch Partner. Overwatch League is the first major global professional esports league with city-based teams from around the world. As part of the partnership, Toyota and Overwatch League developed an exclusive behind-the-scenes series called Access Granted, plus other materials to communicate to this hard-to-reach target.

In this webinar, you will learn:

The strategic filters Toyota applied to determine if esports was a good fit for the brand
Toyota’s approach to influencers
Key learnings from the partnership process