LOS ANGELES (CelebrityAccess) Adweek recently took a look at how Toyota’s investments in music festivals are paying off.
The brand teamed up with Oath in 2016 to live stream major events like Life is Beautiful and Stagecoach. Last year, Toyota and Oath streamed Firefly, Panorama, Life is Beautiful and Voodoo using Yahoo Entertainment (this year Panorama was replaced by Stagecoach).
“Toyota is a champion of emerging music and artist discovery, and we view this as a great opportunity to engage with Toyota guests, in particular a young and diverse audience,” Nancy Inouye, national media manager for Toyota Motor North America, told Adweek. “We are constantly looking for authentic and innovative ways to insert the brand into the music vertical to reach our target audience. Live music events and the Oath live stream partnership truly complements our marketing mix to accomplish this on a broad scale.”
Toyota shared its marketing tips with Adweek’s readers.
“It’s great to have onsite vehicle presence at some of these music festivals, but you have other kinds of integrations that you can do that make a lot of sense,” Fellen said.
Because of the Oath partnership, Toyota was able to target ads to milllennials who watch festivals online. It led to a 23 percent lift in purchase consideration among 18- to 24-year-olds looking to buy a car, according to Adweek.
“We used to only run this on desktop due to the mechanics of how we were streaming the event, but over the last couple of years, we’ve expanded that reach across mobile and tablet,” Fellen said. “Mobile was a really important component and seems to be a much more important component moving forward.”