A Brand First for Toyota: Social Media Car Reveal
Car conventions are the traditional way to reveal a brand new car, but this year Toyota thought differently and took to social for the first ever car revealed on social media.
Toyota chose JBL’s Snow Party in Val Thorens as the platform to launch its new ‘Toyota C-HR Neon Lime – Powered by JBL’ special edition with a live reveal on Instagram.
The special edition of 2000 vehicles features JBL audio and a special Music Experience Pack with three JBL Lifestyle products: JBL Endurance Dive, and Tune 600BTNC headphones, plus a Pulse 3 portable Bluetooth speaker and a six-month Deezer subscription – allowing Toyota customers to enjoy live concert sound wherever the road will take them.
JBL & Toyota Influencers were out in full force along with Hey Honey’s content team to shoot and produce social content of the new car.
The results showed the success of the innovation. The campaign reached over 131,000 people and the content achieved an engagement rate of over 6.7%, which is 4 times the industry benchmark. The range of cars sold out and the revenue numbers exceeded expectations within the internal team.