Toyota Toyota wanted to introduce the new full-size Tundra to its current customers in a way that captured truck owners' devotion to their vehicles. So we decided to employ poetry - really, really bad poetry. Recipients could also go online to a landing page to submit their own poetry about their love of trucks, or use the poetry generator for even more brand engagement. The results? Using a cross promotion with reality boxing show "The Contender," the project exceeded the client's objective number of email captures.