TOYOTA MUSIC FESTIVALS

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Objective

Introduce the Toyota brand and their vehicles to specific target demographics in a hands-on, interactive manner that gives Toyota a greater presence in target regions across the United States. Partner with music festival properties that provide opportunities to maintain the personality of each vehicle, as well as continue to speak to the established youth targets. Generate opt-ins, impressions, direct vehicle, and brand engagements based on on-site activation, media, and PR reach.

Strategy

Create an experiential marketing platform that generates excitement and induces positive connections to the Toyota brand. Execute sponsorship deliverables at music festivals such as Stagecoach Festival, Lollapalooza, Firefly Music Festival, Life is Beautiful Music and Art Festival, Nocturnal Wonderland, Electric Forest Festival, Outside Lands Music and Arts Festival, Country Thunder Wisconsin, and Voodoo Experience, through one-of-a-kind activations and innovative execution of concepts such as premium giveaways, vehicle experiences, interactive elements, socially driven charitable campaigns, sweepstakes, and local promotions.

Result

Successful execution of the program since 2009 has delivered desired impressions for the target demographic, thus strengthening and enhancing Toyota’s brand awareness. REACH exceeded program objectives by generating high opt-in rates and surpassing interactive vehicle experience and brand engagements. Since the program’s inception, REACH has helped garner over 4 BILLION BRAND IMPRESSIONS for Toyota and is proud to continue this.