In 2010, Toyota was in the midst of a well-publicized recall crisis. They turned to noted opinion leader, Newsweek, to help change public perceptions. While there were a number of logistical issues to work through, we created a highly engaging content program called The Upside to align Toyota with the most positive news of the day.

The Upside was a module that brought the best of Newsweek’s positive and upbeat content directly to the user rotated throughout Newsweek.com and includes a short synopsis/preview of the content with a click to view more functionality that enables users to read the long form article.

In addition, we launched our cobranded first ad based quiz. This engaging ad unit promoted The Upside sponsorship and allowed for users to vote on their thoughts about the news.