A3C FESTIVAL AND CONFERENCE

Toyota engaged REACH to help expand its Toyota Music initiative by sponsoring Atlanta’s A3C Festival and Conference .   This acclaimed event consists of a 3-day seminar and conference followed by a 2-day music festival.   With varying engagement environments, REACH was required to create activations that would resonate with guests in two very different arenas. 

REACH producers connected with local design teams, caterers and immigration agents alike to ensure a smooth and successful production.  The indoor conference footprint had a modern styling and allowed guests to relax with a custom imprinted turmeric latte with a cobranded Toyota / A3C froth design.  Additionally, guests could upload and add their music to the Toyota Artists On the Rise Playlist. This playlist could be listened to from sleek listening pods inside the Conference footprint but also played to everyone at the Toyota festival footprint.

At the festival, guests formed in long lines to get a customized leather fanny pack that could be imprinted with their name or catch phrase.  They could also take home customizable “key-chains” by recording hidden soundwave phrases inside a Camry that were then etched on the shaft of the key from the car’s trunk.   Add a modern photo booth inside a Toyota Highlander and on-site fades and nail decal manicures by Atlanta’s SWAG SHOP and REACH delivered a prime space for guests to both engage with the Toyota brand , express their individuality and celebrate their love for music.  At the conclusion of the weekend Toyota garnered over 3,000 direct guest vehicle experiences and captured close to 50,000 Brand Engagements.