DE worked with AMCI Global to transform the Staples Center Chick Hearn Court during the LA Auto Show into an action packed movie set showing off all the surprising fun and sharp detailing the new 2018 Camry has in store. The Thrill Ride put riders into their own action movie with an unexpectedly thrilling drive course in the new 2018 Camry complete with evasive maneuvers, donuts, ramp jumps and more! Overall, the event was monetized to attract social engagements, followers and impressions from the Southern California demographic driving traffic to @toyotasocal.
DE established Toyota SoCal partners with Southern California based Influencers and DTLA community partners including LA Live and LA Auto show to promote the Camry Thrill Ride activation experience. Working with a mix of micro, mid and top influencers to activate via Instagram and Instagram Stories.
The event was activated with three tiers: Pre-promotion, live coverage and post-promotion.
Pre-promotion included community partners (LA Live, LA Auto Show and DTLA media outlets) supporting the Camry Thrill Ride on their respective social channels with posts across Instagram, Facebook, and Twitter. Influencers also promoted the free public Thrill Ride on their Instagram and Instagram Stories utilizing the movie poster flyers tagging @toyotasocal with hashtag #CamryThrillRide. The event was also cross-promoted on Toyota SoCal's social including Instagram, Facebook and Twitter utilizing the movie poster flyers for consistent impact.
Live coverage included influencers attending the event and sharing their Thrill Ride experience. Content included video footage of inside the Camry during the thrilling ride, images of Camry's in full speed on the course and lifestyle images of the movie style set complete with red carpet. Live feeds were shared on the @toyotasocal Instagram Story with a first-hand viewers look into the 2018 Camry showing off the speed, ease of turning a 90-degree angle, suspension and more. Thrill Riders were prompted during the event and via @toyotasocal to share their experience on social with the hashtag #CamryThrillRide.
Post-promotion included sharing Thrill Ride VR experiences on the Toyota SoCal social channels linking to the official campaign landing page. From there, consumers and followers can take a 360 virtual tour to experience the Thrill Ride for themselves and find out more about the 2018 Camry.
The Camry Thrill Ride social activation reached 2,696,100 impressions. Toyota of Southern California gained 637,932 engagements on social via Instagram, Facebook and Twitter. DE established relationships with key influencers that we continue to work with on behalf of Toyota. The Thrill Ride social activation helped kick-start the conversation about the 2018 Camry with influencer and VR content that DE will continue to utilize into the year to maximize the overall campaign.