The Objective

Introduce the Toyota brand and their vehicles to specific target demos in a hands-on, interactive manner that gives Toyota a greater presence in the heartland of the USA. Partner with music festival properties that provide opportunities to maintain the personality of each vehicle and continue speaking to the established youth targets. Generate opt-ins, direct vehicle and brand engagements and impressions based on activation, media and PR reach.

The Strategy

Create an experiential marketing platform that generates excitement in targeted markets and induces positive connections to the Toyota brand. Execute sponsorship deliverables at strategic music festivals such as Stagecoach, Jamboree in the Hills, Lollapalooza, Outside Lands, Bumbershoot, and Voodoo Experience through one-of-a-kind activations and innovative execution of concepts such as premium giveaways, in-vehicle experiences, interactive elements, sweepstakes and local promotions.

The Result

Successful execution of the program delivered the desired impressions for the target demographic, thus strengthening and enhancing Toyota brand awareness. REACH exceeded the program objective by generating high opt-in rates, surpassing interactive vehicle and brand engagements and attaining over 32,230,250 impressions through activation, media and PR reach from only six (6) events.