Toyota is gaining visibility in the Olympics-centric marketing space with an extended look at its teamwork-celebration spot on mobile, which introduces a social call-to-action paired with physical touch boards in public spaces to drive engagement. 

The automaker is appealing to consumers over the shared excitement for the Olympics, but is taking innovative mobile strategies to stand out among the onslaught of game-related marketing. Toyota is leveraging the popularity of mobile video to draw in views but is leveraging a charitable call-to-action on social media to stand out, prompting users to share videos of themselves holding hands. 

Toyota?s television spot that aired during the opening ceremonies on NBC is also being shared with mobile users on YouTube for an extended look. The 90-second video showcases individuals around the world joining hands to form a complete circle, starting and ending at the Olympics. 

The automaker will be incorporating the videos into its video campaign throughout the Summer Games. Also, Toyota has installed a serious of physical, outdoor touchscreens in Los Angeles and New York that prompt users to doodle and then share to their social media accounts. 

Toyota also recently innovated by taking a page from Willy Wonka?s playbook and turning hidden Snapchat geofilters into golden tickets providing entrance to a special musical performance at Lollapalooza open only to those who found and screen shot the content on their smartphones (see more).

Working with 100 interchangeable clips, Toyota reached Facebook users with video ads for the RAV4 that are customized for each viewer, resulting in more than 100,000 different spots (see more). 

"By giving people a chance to engage with technology and people in unexpected ways, the campaign extends and redefines what it means to join hands and we hope to start a conversation around teamwork,? Mr. Costa said.