Toyota Packs Tour Trailers with Interactive Experiences - Event Marketer

Toyota Packs Tour Trailers with Interactive Experiences

DB_Toyota_2008 Ex
Brand: TOYOTA
Agency: GEORGE P. JOHNSON
Awards: EX AWARDS — BEST MOBILE MARKETING PROGRAM
Year: 2008

Last January, Toyota hit the road to educate consumers about Toyota Hybrid Synergy Drive technology via an interactive museum on wheels.

The 18-month tour traveled to fairs, festivals, corporate campuses, universities, auto shows, specialty trade shows, sporting events and more. In total it visited 170 locations nationwide. At each location two 53-foot doublewide trailers were equipped with all sorts of engaging experiences. Visitors to the HSD MHE trailer were greeted by a product specialist, who handed everyone a seed packet with a bar code, which was scanned to give consumers access to the exhibit. The bar code tracked attendance, time spent at each exhibit, premium items received, number of ride and drives and more.

Inside, the trailer was divided into four areas: State of our World, Leading the Charge, Fueling the Future and Best of Both Worlds. Each section offered a number of displays, media and interactive experiences. Consumers could punch buttons on a carbon footprint calculator, take on-site ride and drives and get eco-friendly giveaways (pencils made from recycled money, newspapers and denim) and enter for a chance to plant a tree in a national forest via Toyota’s partnership with the National Arbor Day Foundation. As consumers journeyed through the exhibit, they were photographed at each location.

On the tour’s branded microsite (requiring the bar code to login) consumers could retrieve the results from the carbon footprint calculator, download their photos and link to other eco-conscious sites. The tour allowed Toyota to reach consumers across the country and educate them about its HSD technology, made headlines (The Wall Street Journal covered it online), collected data and drove traffic to its microsite.

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