For decades Kiwi blokes have been driving the Toyota FJ. It has become an off-road legend and, after 20 years without change, Toyota was launching a new version, the FJ Cruiser.

So how to convince people the new FJ wasn’t just a show-pony but could handle rugged off-roading and at the same time re-invigorate the Land Cruiser brand and increase projected sales?

The solution was to prove the new FJ’s capabilities and drive New Zealand from top to bottom, off-road all the way. And let the community decide the route the vehicle took and what celebrity driver, Marc Ellis, did enroute.

And it succeeded in bucket loads. Over just 19 days there were more than 2.1 million post views, 9000 Facebook fans, an ROI of  735 percent and sales were 8.9 percent over target.