Entering its sixth year in NASCAR, Toyota needed a way to leverage fan interest in their race teams into engagement with their products. Enter the Toyota Racing Sponsafier. The Web site gave fans the chance to design a virtual Camry race car and enter it into an online contest, with the winner having their design reproduced on an actual Toyota race car at a NASCAR race. To win, participants had to garner votes for their designs by sharing their creations via e-mail, Facebook or Twitter. To promote Sponsafier, commercials featured Toyota's Sprint Cup Series drivers to demonstrate the actual user experience of the Web site and encourage participation. Toyota also used social media to generate buzz as popular Toyota drivers like Kyle Busch and Denny Hamlin promoted Sponsafier via their Twitter accounts. Additionally, traditional print, iMedia units and at-track announcements drove traffic to the Web site. "Over the course of the NASCAR season, over 180,000 registered users designed over 140,000 approved Sponsafier entries, generating 1.6 million Facebook shares."