TOYOTA NASCAR

Toyota entered into NASCAR in 2006 to some very reluctant fans. How do you make an outside company, like Toyota, a likable addition to a red-blooded sport like NASCAR? The solution was to create a show based on a fictitious department within Toyota whose only goal is to make the fan experience even more enjoyable. Our cast included MIT engineers, NASA scientists, and mechanical geniuses. This is “The Department of Fan Operations.” –Going where no fan has gone before.