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A 16-bit Yaris was seamlessly integrated into 2 of the 5 episodes and played a starring role in 1 of the 2 original mini-games.New episodes and games were released over the course of 3 months, unlocking new ‘worlds’ for players within the map of ‘Lower Earth’. The show was created in the same visual style as the video games the audience grew up playing. Toyota partnered with Xbox and Adam de la Pena (creator of Code Monkeys) to sponsor’ Your Dungeon My Dragon’ on Xbox, Web and Mobile. Their solution? Turn the Yaris into a 16-bit character within a comedy series created like a video game, just as they played in their youth. They get their content from DVRs, online videos, web comics and video games. The target audience of also does everything digital. They want a car that gets them from point A to B, with a payment that’s less than their Xbox allowance. Their challenge? The Yaris target audience doesn’t care about fancy rims or super spoilers. Toyota wanted to increase awareness, opinion and consideration for the Yaris and at the same time, establish a strong brand image of value, safety and versatility. Brands also benefit by being able to host this content on their own digital properties. These experiences also give audiences stories and content to post about in their social media circles, the water-cooler of the 21st century, generating earned media for the brand. Even when the brand or product is not integrated directly into the experience or content, the tone, attributes and messaging of the brand are woven into the experience so that every piece of content consumed provides branding.For these digital audiences, branded experiences provide them with authentic content that makes them laugh, teaches them or inspires them. This challenge becomes even more acute when targeting a younger, digital audience that finds their content via social media, YouTube, video games and other non-traditional media.Branded Content - which can be more than just entertainment, it can also educate, enlighten and provide utility - provides a platform for brands on which to communicate and provide value with their consumers.
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With Internet access now ubiquitous in the US, and further audience fragmentation due to smartphones, DVRs and social media, brands are looking beyond the traditional TV spot, banner ad or search campaign to connect with consumers.