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Special Project

Special Project
From the 10th Annual Shorty Awards

Toyota Fiesta Hermosa

Entered in Live Events


Raise awareness and positive brand association for Toyota amongst Southern California residents utilizing influencers, a community partner driven activation experience and free premiums for event attendees guided by the "we make it easy" theme. Leveraging influencer, community partners and Toyota SoCal social channels to increase engagements and impressions tagging @toyotasocal including #toyotasocal.

Strategy and Execution

DE on behalf of Toyota SoCal partnered with the Southern California area Junior Outrigger teams, the Newport Aquatic Center, Puakea Designs, and community based influencers, forming Outrigger California to promote presence at Fiesta Hermosa on social media and facilitate a "We Make It Easy Outrigger Ocean Adventure" activation experience for event attendees throughout Memorial Day and Labor Day weekend of 2017. Over 600 participants were given FREE canoe rides courtesy of Toyota's sponsored Outrigger California team. Influencers, attendees and Toyota SoCal channels shared the experience on social with #toyotasocal.

The event was activated with three tiers: Pre-promotion, live coverage and post-promotion.

Pre-promotion included community partners (Outrigger California, the Newport Aquatic Center, and Puakea Designs) supporting Toyota's Fiesta Hermosa activation on their respective social channels with posts across Instagram, Facebook, and Twitter. The event was also cross-promoted on Toyota SoCal's social, leveraging a giveaway in which participants could enter for the chance to win a custom surfboard signed by pro-surfer and Influencer Lakey Peterson, the winner of which would meet Lakey and receive the board at the event. The giveaway and event was also promoted by Lakey herself with Instagram posts tagging the brand with hashtag #toyotasocal.

Live coverage included Toyota SoCal, community partner, and Influencer #toyotasocal social posts and live-feed video across Instagram/Instagram stories, Facebook and Twitter of the meet and greet with Lakey Peterson, and the Toyota Lounge experience which offered a free photo-op with a Toyota Branded canoe, mobile-device charging stations and free premiums. Live social coverage of the canoe rides in progress and word of-mouth promotion contributed to reaching rider capacity by mid-event.

Post-promotion included an event highlight video shared across Toyota SoCal and community partner social including Instagram, Facebook and Twitter, as well as year-long continued social promotion by community partners tagging the brand including #toyotasocal.


The Fiesta Hermosa social activation reached over 1M impressions. Toyota of Southern California gained 130,798 engagements on social via Instagram, Facebook and Twitter. DE established relationships with key community partners and influencers that we continue to work with on behalf of Toyota. The Fiesta Hermosa social activation helped tell the "we make it easy" brand story by engaging with local communities to provide unique, fun experiences for SoCal residents that created memorable content.


Video for Toyota Fiesta Hermosa

Entrant Company / Organization Name

Davis Elen Advertising, Toyota


Entry Credits