Automotive Marketing Consultants Archives - Event Marketer

Automotive Marketing Consultants Archives - Event Marketer

November 23, 2015

Toyota Makes One-to-One Connections with Gen Y

Toyota stayed low and under the radar with a youth-targeted retail program for Scion. Eschewing traditional marketing for personal one-to-one connections, Toyota launched Behind the Wheel to foster a conversation with Gen Y consumers that was real but not rushed, welcomed but not forced, and a catalyst for ongoing communications. The campaign toured 21 markets with...

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