Toyota Music Festivals
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 targets. Generate email opt-ins, impressions, and direct vehicle/brand engagements based on on-site activation, media and PR reach.
Strategy
Create an experiential marketing program that generates excitement and induces positive connections to the Toyota brand. Execute all advanced deliverables at music festivals such as Stagecoach Festival, Lollapalooza, Rolling Loud Music Festival, Life is Beautiful Music and Art Festival, Bonnaroo Music and Arts Festival, and Outside Lands Music and Arts Festival through one-of-a-kind activations and innovative execution of wow-factor concepts that generate word of mouth & social sharing.
Result
Successful execution of the program since 2009 has delivered desired impressions, thus strengthening and enhancing Toyota’s brand awareness for their target demographic in various markets. REACH continues to set high standards for Toyota’s program objectives with high opt-in rates and high interactive vehicle experience and brand engagement goals. Since the program’s inception, REACH has helped garner over 4 BILLION brand impressions for Toyota and is proud to continue this program year after year.
