A 1/2-TRUCK TOWS
150-TON SPACE SHUTTLE.

The Toyota Tundra made history when it successfully towed the Space Shuttle Endeavour through the streets of Los Angeles.

This was no stunt, but a real job that saw Tundra play a vital role in delivering Endeavour to its new home at the California Science Center. The tow made headlines for weeks, and was chronicled in an online documentary series. Facebook, Twitter and YouTube were used to drive visitors towards an online destination site tracking the tow.

Thanks to social media outreach and a concerted PR effort, this one day event generated over a billion impressions. It was a Herculean task to make it all happen. 

Convincing organizers to let a stock truck participate in the move required an unprecedented level of preparation and coordination between the agency, client, California Science Center, state and local governments.

With Endeavour safely delivered and the Space Shuttle era drawing to a close, it was truly a feat that will never be repeated. 

Tundra Endeavour Live Tow:
SUPER BOWL XLVII

Integrated Case Study:

Tundra Endeavour Project

ONE BILLION
unpaid Media Impressions

This is the story of the 1/2-ton truck that towed its way into history garnering ONE BILLION unpaid media impressions along the way. When the retired Space Shuttle Endeavour needed a ride to its new home at the California Science Center, we stepped up and offered one of our client products, the Toyota Tundra 1/2-ton pickup.

Leading up to Super Bowl:

The 6 part documentary series
ran on Facebook, Twitter and YouTube

EPISODE 1. "The Challenge"

EPISODE 2. "The Mission"

EPISODE 3a. "An Astronauts Story"

EPISODE 3b. "Born in America"

EPISODE 4. "Overbuilt"

EPISODE 5. "Mission Accomplished"

Results:

1 billion impressions in 2 weeks

Our work is a permanent exhibit at the California Science Center

Cannes Gold Awards x 4 

One Show Pencil Awards x 3

AME Platinum Award, North America

AME Gold Awards x 5

MIXX Award, Gold

COMMARTS Winner

View the Multi-Cam Capture of the live event

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