Toyota engages fans with AI-powered Brock Purdy experience

Toyota’s Northern California Dealers Association and creative agency H/L launched a new kind of branded experience - a dynamic voice-driven activation hosted by an AI-powered version of 49ers quarterback Brock Purdy.

Built on ElevenLabs’ Agents platform, the experience offers fans a natural, interactive conversation with Brock. It lives on a dedicated landing page - toyotaletsgo.com/brock-purdy - where fans play a voice-driven trivia game, guided by Brock’s digital persona as a method to win a VIP 49ers experience..

Conversational fan experience built with ElevenLabs

Fans enter a voice-controlled game show hosted by Brock. Behind the scenes, ElevenLabs AI voice agents power the full interaction - from trivia questions to contextual responses - while real-time webhooks sync voice outputs with filmed animations of Brock reacting live.

Key product features:

• Dynamic voice interactions: Brock asks questions, adapts its tone, and responds in real time
• Custom brand personality: The agent was tuned to reflect Brock’s voice and personality, consistent with Toyota's brand values
• Live-action visual sync: Responses trigger synchronized on-page animations via webhooks
• Sweepstakes integration: A completed game triggers a contest entry flow, capturing leads directly from the experience
• Brand safety protocols: A custom knowledge base maintained compliance with Toyota and NFL brand guidelines

The result is a high-engagement campaign that brings Brock’s presence into fans’ homes - not as a video ad, but as a voice-first, two-way interaction.

Early results

The campaign outperformed traditional marketing channels:

• 12k+ voice interactions in the first few weeks
• ~2 minutes average engagement time - compared to 15-30 seconds for TV or 3-6 seconds for social media
• More than 25% of conversations resulted in meaningful actions, like submitting a lead form or exploring products

A new format for brand storytelling

This is the first time Toyota has implemented an AI-driven voice experience in its marketing stack. The activation marks a shift from passive media consumption to active, two-way interaction - where users engage with branded content that talks back.

By combining ElevenLabs Agents Platform with custom webhook integrations and real-time animation sync, H/L and Toyota built a fully branded voice-first microsite that deepens fan affinity while driving qualified leads.

Built for creative teams and marketing agencies

Creative agencies and marketing teams can use ElevenLabs Creative Platform to design and generate content in any format - audio, music, image and video - and use our Agents Platform for immersive and engaging brand experiences. Voice agents can be customized for personality, tone, behavior, and safety - with native webhooks to power dynamic media and animations.