Toyota Creates A Performance-Driving Masterclass—By Reddit, For Reddit
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To launch the 2022 Toyota GR86, Toyota needed to earn the attention of performance-driving enthusiasts—and translate the vehicle’s capabilities into something they could see, feel, and participate in.
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Reddit is home to deeply knowledgeable automotive communities, from marque loyalists to track-day obsessives. Rather than simply tell enthusiasts what the GR86 could do, Toyota invited them to help demonstrate it. The result was GR86 FasterClass: a performance-driving curriculum created by Reddit, for Reddit.
First we invited adrenaline-fueled drivers to submit their best track tips and received more than 300 responses. Then a Toyota driver, Ryan Tuerck, put Reddit’s advice to the test in the new GR86.
Produced entirely by KarmaLab, we captured the action, organized the strongest tips into a performance-driving masterclass, and scaled the content through video and carousel ads. The result turned community expertise into product proof—and gave enthusiasts a meaningful role in the new vehicle launch.
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Production Agency: Piece Mill, L.A.
Director: JIHYE
Talent: Ryan Tuerck
Ash Dunn, Creative Production Lead
Stephen Vallera, Head of Creative