Toyota rules the road in Northern California, with more vehicles in use in the region than any other manufacturer. The brand has earned the loyalty of California drivers and taken it's place as a mainstay of local culture. Sovereign Studios was tasked with finding innovative ways to harness this positive sentiment, to both strengthen current customer relationships and keep the brand top-of-mind with prospective buyers. The result is a multi-channel marketing program that engages with and rewards these fans around two shared areas of passion - Toyota vehicles and Northern California sports. The Toyota Fan Zone brings exceptional sports experiences to fans on TV, radio, at the ballpark, and across major social networks. Partnerships with the San Francisco Giants and catcher Buster Posey as well as noted local sports bloggers provide a wellspring of exclusive content and rewards, and a team of knowledgable and responsive community managers keep the conversation relevant and exciting. A custom social-CRM component delivers premium experiences to Toyota owners, and encourages them to share the exceptional Toyota ownership experience with their peers. The Toyota Fan Zone has garnered thousands of fans and opened a new cutting-edge communications channel for the brand that will continue to grow and evolve. For Toyota and Northern Californians, that's a win-win situation.