Toyota Engages Hispanic Shoppers with a Road Trip
Toyota reached young Hispanic couples in Los Angeles and Miami via a fun, informative RAV road trip staged in a mall, touting the vehicle’s increased cargo space, horsepower and improved miles per gallon. To enter the RAV4 Mall Experience, consumers registered for a RAV4 license with their photo and personal information adhered to a styrene card.
The license was stamped at five interactive stations throughout the environment where participants accumulated points and won prizes such as retro key-chains, t-shirts or baseball caps. One station challenged consumers to reach the horsepower of a RAV4 in one minute while pedaling a Toyota United-branded stationary bike. Another asked questions about the car’s mileage per gallon. An information center was equipped with plasma monitors showing RAV4 footage, commercials and other information.
The event lasted 24 days and generated nearly 10,000 leads with total attendance at three malls of more than two million.