thisMoment's Social Engagement Platform Creates Official Interactive Channel for Toyota's Tiny Football League Campaign

Channel to unite fans across Facebook and around Toyota's grassroots pee wee football campaign with 'Sunday Night Football' on NBC

Sep 09, 2010, 17:01 ET from thisMoment

SANTA MONICA, Calif., Sept. 9 /PRNewswire/ --  thisMoment, a company focused on creating engaging experiences at the point where social media, mobile devices, and the real-time Web collide, today announced that Toyota is leveraging its Distributed Engagement Channel (DEC) to create an official interactive experience for its Tiny Football League (TFL) campaign. The campaign, created by Toyota's advertising agency of record, Saatchi & Saatchi LA, is focused around a grassroots effort that showcases pee wee football's commitment to teamwork, constant improvement, determination and overcoming adversity—all key Toyota values.

Both the online and broadcast elements of the campaign will highlight stories about these pee wee football teams as part of an exclusive webisode series, which will provide comical, light-hearted analysis of players and games every few weeks. The pee wee teams will also be featured during NBC "Sunday Night Football" halftime programming, and a series of 20 broadcasts that will air September 9, 2010 through January 8, 2011. The TFL website will also feature a section where coaches and league officials can submit their team for a chance to win a donation from Toyota. Teams can submit a team photo and explain how they uphold the Toyota values of teamwork, constant improvement, determination and overcoming adversity. Eight teams that best represent these values will be selected by a panel of judges and awarded $5,000 each, and the TFL Fan Champion, as determined by fan voting, will receive $10,000. To view the Toyota channel on Facebook, visit: the TFL tab at and on, visit:

"Our Tiny Football League campaign celebrates pee wee football and its commitment to teamwork, constant improvement and determination—all key Toyota values," said Tim Morrison, Corporate Manager, Marketing Communications, Toyota Motor Sales, U.S.A. Inc. "thisMoment's DEC platform allows us to create a consistent experience for this campaign across Facebook and, powered by one, simple content management system."

"The TFL channel marks our second campaign with the Toyota brand, which continues to find new and creative ways to harness the power of our platform to create engaging consumers experiences online," said Vince Broady, CEO and co-founder of thisMoment. "This partnership is an important validation of DEC's relevance to automotive marketers and its ability to consistently deliver high levels of engagement."

thisMoment's Distributed Engagement Channel (DEC) enables a single interactive brand channel to be distributed in its entirety to multiple social environments, including Facebook, MySpace, YouTube, the brand site and the iPhone. The DEC, which is fully customizable, features a seamless real-time connection between all environments in which it is deployed and allows brands to leverage one, simple CMS to publish and manage content. User-generated submissions can be uploaded directly to the channel or pulled from a user's existing social media library, and can be moderated by the brand before or after posting. The DEC also features robust programming capabilities and social activity reporting (e.g. uploads, shares, comments, streams, etc.) either by the specific environment or in aggregate. A customized version of the Distributed Engagement Channel is now available to Google advertisers as an upgrade to YouTube brand channels.

About thisMoment

thisMoment ( creates engaging experiences for brands and consumers at the point where social media, mobile devices and the real-time Web collide. Its offerings are built on the @thisMoment platform, a real-time, distributed, social content management system. The company's flagship product, the Distributed Engagement Channel™ (DEC), is a real-time, social content management system that distributes branded, user-generated, and Web content across multiple social environments including YouTube, Facebook, MySpace, rich media ads and the iPhone. thisMoment also offers a Custom Solutions program to provide turnkey interactive media solutions for brands, publishers, and agencies. For consumers, the company offers its critically-acclaimed lifestreaming service at Founded in April 2008, and headquartered in Santa Monica, thisMoment is led by a team that has designed and managed some of the Web's biggest consumer properties over the last 15 years, including GameSpot,, and, more recently, the Yahoo! Entertainment portfolio and its Brand Universe initiative.

For more information about how to leverage thisMoment's Distributed Engagement Channel, brands can either contact their Google sales representative or send an email to  For more information about thisMoment visit:

About Toyota

Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion. Established in 1957, TMS markets products and services through a network of more than 1,400 Toyota, Lexus and Scion dealers. Toyota directly employs more than 34,000 people in the U.S. and sold more than 1.77 million vehicles in 2009.  

For more information about Toyota, visit,, or

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