Glow Up Classic.
The Super Bowl stage belongs to the pros, but we helped steal the spotlight with elite female flag football athletes. Toyota showcased local Bay Area stars through the second annual, neon-lit Glow Up Classic flag football game — designed to ignite social media buzz and treat high school athletes like the next generation of stardom.
For Super Bowl LX, Toyota deployed a content engine of 16 diverse creators. From NFL insiders like Ian Rapoport and Mina Kimes to cultural icons like Kylie Kelce and Eli Manning to document the Glow Up Classic. We turned the event into a real-time content factory that allowed fans to experience the event's energy.
Generated more than 6M total content interactions. Delivered a 5.8x cumulative ROI. Achieved a 411% YOY performance lift and produced 90+ pieces of social-first content allowing fans at home to experience the unique event.