Three years ago, Toyota approached The Weather Company looking to amplify its “Let’s Go Places” tagline. The auto maker wanted to demonstrate its commitment to putting exciting new products on the road, as well as invite the public to take part in shaping the brand’s future.

With our shared belief in innovation and encouraging our audiences to be participants rather than bystanders, The Weather Company and Toyota developed a user-generated content (UGC) program that empowered people to get out, go places and enjoy the world around them.

The “It’s Amazing Out There” Toyota Photo Contest enticed consumers to share their favorite photos with us for a chance to be featured on, win weekly prizes and have a shot at a $15,000 grand prize. Fans could vote for their favorites in categories like Nature, Adventure and Weather, while an acclaimed panel of judges curated the gallery of submissions.

The contest was supported by native ads on, sponsored posts on Facebook, organic posts across all our social channels, email blasts to previous entrants, and even on-air cable segments.