Toyota and our agency Saatchi LA has a partnership agreement with Myspace.
Instead of littering Myspace with even more advertising we decided to provide users with something useful that adds value for arguably the reason why Myspace got started: music and bands. Other than Toyota Tuesday, where we give away a free mp3 every week, we have created a Rock the Space competition for unsigned bands.
Our Rock the Space contest gives bands the opportunity to submit their demo tape for a chance to win a record deal.
And as we have lots and lots of ad unit impressions, we've decided to use them to promote the contest and bands rather than product.
Bands will also get all sorts of widgets and badges that their fans can use to promote their band across the web.
We've already been flooded with entries - way more than expected.
You can check it out at: http://www.myspace.com/toyotamusic