Toyota’s “Stand Together” Ad Wins USA TODAY Sports First Ever Rio Ad Meter Bracket
August 24 2016 - 4:00PM
Business Wire
Chosen by Fans, Toyota Beats 31 Other Ads
Running During the Olympic Games
After two weeks of intense fan voting on the first-ever USA
TODAY Sports Rio Ad Meter bracket competition sponsored by global
digital marketing leader Adobe, Toyota’s commercial focused on the
power of teamwork has been announced as the winner. The ad was
favored over 31 of the most acclaimed ads from across the globe
surrounding the Rio 2016 Games.
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Based at admeter.usatoday.com, over 145,000 votes were cast by
fans in the marketing competition which featured a broad range of
new ads from Coca-Cola, Procter & Gamble, Mini, Chobani, Dick’s
Sporting Goods, Visa, DeVry, Under Armour, Gillette, Nissan, Omega,
CitiBank, BMW, Samsung, Gatorade, Bridgestone, Ralph Lauren, USA
Swimming and others featuring athletes including swimmers Michael
Phelps and Katie Ledecky, gymnast Simone Biles, decathlete
Ashton Eaton, soccer stars Neymar Jr. and Carli Lloyd among
others.
“As we saw with Simone Biles, Katie Ledecky, Ashton Eaton and
others, each Olympic Games introduces us to new heroes who are not
only cheered for by consumers, but by brands who see opportunity in
their personas in connecting with those consumers,” said Dave
Morgan, president of USA TODAY Sports Media Group. “It’s both
exciting and fascinating to see the consumer reaction to that
creative collaboration between brand and hero, and we were thrilled
to bring a new form of competition to the games to measure that
reaction.”
USA TODAY Sports launched the first ever Rio Ad Meter
Bracket, sponsored by Adobe, on August
12th . Leveraging Omnigon’s fan engagement product BracketPro, fans
were able to view the head-to-head matchups, watch the commercials,
and ultimately vote on their favorite ads as the competition went
from 32 commercials down to 16, to eight, four, and the final two –
Hershey’s “Hello From Home,” starring U.S. gymnastics gold medalist
Simone Biles, and Toyota’s “Stand Together,” celebrating the power
of teamwork.
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USA TODAY NETWORKStephanie Tackach,
212-715-5490stackach@gannett.com
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