ROCK 'N' ROLL MARATHON

OBJECTIVE

Elevate the Toyota brand experience to a specific “runner-based” demographic in over twenty U.S. markets of the Rock ’n’ Roll Marathon Series. Create two completely different engaging experiences: one that revolves around the energy of a runner before their race and one that celebrates the accomplishment of crossing the finish line of their race. 

STRATEGY

Cater and connect specific activation plans to the target demographic. Understand runners needs as well as acknowledging their supportive friends and family who accompanying them at these events. Research the chosen Toyota vehicle lineup and hand-select specific educational features that can be introduced to participating guests.  Strategically present and teach attendees about these unique and key selling points via creative engagements.   Facilitate data capture collection and funnel hot leads and hand-raisers to local dealerships for follow-through and sales.

RESULT

The 2017 and 2018 tour series delivered over 2.5 Million total brand impressions. REACH developed brand new engagements in year two, making sure that new and repeat Rock ‘n’ Roll Marathon Series attendees were met with fresh and fun interactions, always keeping the Toyota brand top of mind.