The New Toyota Campaign Taps Snapchat and Popular Latin Musicians
Katherine Pendrill — June 21, 2016 — Marketing
References: prnewswire & mobilemarketer
Toyota recently teamed up with Snapchat and a number of popular Latin musicians to promote the new RAV4 Hybrid. Not only did the campaign target social media-savvy millennials, but it also connected with fans of Latin music.
Timed to coincide with the Billboard Latin Music Awards, the new Toyota campaign involved challenging three popular Latin musicians to create unique Snapchat stories involving them going beyond their comfort zone. These stories of moving beyond one's comfort zone were meant to parallel Toyota's #AceptaElReto challenge for the RAV4 Hybrid. Each artist's story was then broadcast live on Snapchat just ahead of the awards show. When all three stories were viewed simultaneously, the individual videos lined up to create a seamless music story.
By tapping the power of three Latin musicians and their Snapchat followings, Toyota managed to help its campaign reach a wider audience.
Timed to coincide with the Billboard Latin Music Awards, the new Toyota campaign involved challenging three popular Latin musicians to create unique Snapchat stories involving them going beyond their comfort zone. These stories of moving beyond one's comfort zone were meant to parallel Toyota's #AceptaElReto challenge for the RAV4 Hybrid. Each artist's story was then broadcast live on Snapchat just ahead of the awards show. When all three stories were viewed simultaneously, the individual videos lined up to create a seamless music story.
By tapping the power of three Latin musicians and their Snapchat followings, Toyota managed to help its campaign reach a wider audience.
Trend Themes
1. Musical Social Media Campaigns - Utilizing popular musicians and social media platforms like Snapchat to create engaging and interactive marketing campaigns.
2. Targeting Millennials - Catering marketing efforts towards millennials who are active on social media and have a strong interest in music.
3. Personalized Storytelling - Creating unique and individualized stories that resonate with viewers and align with a brand's messaging.
Industry Implications
1. Automotive - Using social media platforms to connect with a younger demographic and promote new vehicle models.
2. Entertainment - Collaborating with musicians and utilizing social media to enhance brand visibility and engage with fans.
3. Technology - Leveraging emerging technologies like Snapchat to create innovative and interactive marketing campaigns.
1
Score
Popularity
Activity
Freshness
