AI BriefingToyota Launches Brock Purdy Voice Agent Using ElevenLabs AI
Key point
Toyota unveiled an interactive marketing campaign featuring an AI voice agent of NFL player Brock Purdy, built on ElevenLabs' Agents platform.
Details
Toyota's Northern California Dealer Association and creative agency H/L launched a new brand experience built on ElevenLabs' Agents platform. The campaign brings NFL 49ers quarterback Brock Purdy to life as an AI voice agent, designed to let fans engage in real-time conversation and enjoy a quiz game on a dedicated landing page.
Key technical features include:
- Dynamic voice interaction: Responds in real time, adjusting tone based on the questions asked
- Custom brand persona: Custom tuning that reflects Brock Purdy's voice and personality
- Real-time visual synchronization: Voice output synced with Brock's animation in real time via webhook
- Brand safety: Utilizes a custom knowledge base that complies with Toyota and NFL guidelines
As a result of the campaign, it recorded over 12,000 voice interactions within the first few weeks. Average engagement time was about 2 minutes, overwhelmingly higher than TV ads (15-30 seconds) or social media (3-6 seconds), with more than 25% of conversations leading to meaningful actions such as lead form submissions.
This case demonstrates a shift in marketing paradigm—moving away from passive media consumption toward two-way interaction, where brand content speaks directly to users.
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