In the spirit of that summertime family ritual, the road trip, Toyota in July packed up its line-up of cars and headed out to fairs, festivals and family-friendly events through October. Dubbed “Let’s Go Places,” which is presented by the 2014 Corolla, the tour also showcases the Camry, RAV4, Prius V and the SpongeBob 2014 Toyota Highlander under a huge black tent filled with product specialists, informative signage and fun activities.
The tour ties in with Toyota’s “Let’s Go Places” tagline and brand campaign, which launched in January. “The campaign is about taking consumers on a journey to see new places and discover new places with Toyota,” Jim Baudino, engagement marketing manager at Toyota, told Buzz. “The tour embodies that engagement with consumers and the spirit of Toyota so they can learn something new but also have a little fun.”
Attendees first fill out a survey and dealer opt-in, then answer questions on a feature finder card about the vehicles, such as the hybrid system, extra cargo space and the Entune music system. After receiving stamps for their correct answers, they roll large fuzzy dice for prizes such as tote bags and SpongeBob sunglasses.
From there, activities alongside each car continue to engage attendees. They can vie for prizes by stuffing the back of the Prius V with toys and other items as part of a Cargo Challenge, charge their cell phones inside the Rav4, send out postcards at the Corolla Custom Letterpress activity or get airbrush tattoos at the “SpongeBob SquarePants” Highlander.
The tour launched at Baltimore’s Artscape festival (July 19 to 21), then goes to Gourmet on Gore (Vail, CO, Aug. 30 to Sept. 2); Life is Good (Boston, Sept. 21 to 22); Eat Real (Oakland, CA, Sept. 27 to 29) and wraps at the Life is Beautiful Festival (Las Vegas, Oct. 26 to 27). Agency: Filter Creative Group, L.A.