To launch the new FIFA 22 Tournament on the Toyota Gaming Engine, we had to speak to more than just gamers – we had to grow a new mass young audience. Every gamer, sports fan and person with a phone has one thing in common: THUMBS! Thumbs are the unsung heroes of our digital lives. They’re how we “like” and “share” content online AND how we score goals in FIFA.

We created “Thumbderdome: Battle of the Opposeables” - a campaign that was equal parts epic, silly, hilarious and dramatic, and which turned our FIFA tournament into an all-out thumb war.

To launch the new FIFA 22 Tournament on the Toyota Gaming Engine, we had to speak to more than just gamers – we had to grow a new mass young audience. Every gamer, sports fan and person with a phone has one thing in common: THUMBS! Thumbs are the unsung heroes our digital lives. They’re how we “like” and “share” content online AND how we score goals in FIFA.

We created “Thumbderdome: Battle of the Opposeables” - a campaign that was equal parts epic, silly, hilarious and dramatic, and which turned our FIFA tournament into an all-out thumb war

We invited celebrities to compete and they brought their fans with them.

Then we orchestrated a “war” between two of South Africa’s biggest celebrities – Kwesta Dakar and Jason Goliath.

The beef that started in their insta-stories grew on Twitter, Facebook and Instagram until it could only be settled live on The Toyota Gaming Engine in front of an audience of roaring thumbs.

We used comedy, drama, and cut-through influencer content to turn our influencers’ fans into new Toyota Gaming fans.

35%

Social Growth 

35%

Social Growth