The Objective:
To promote the new Toyota Tundra truck series to the Hispanic demographic

The Strategy:
Toyota Tundra Music Tour

Toyota went on a national tour in 2007 promoting their Toyota Tundra truck series. The tour took them to Hispanic concerts and rodeos, where the Tundra trucks were prominently displayed. Brand Ambassadors were on hand to greet the concertgoers and encourage them to register to win a Tundra-branded iPod. Each guest who registered received a free t-shirt and photo of themselves in the green screen area. Other prizes included autographed CDs and Meet-N-Greets with the bands.

The Success:
Prominent branding and signage throughout the venue reminded concertgoers that Toyota was a major sponsor of the events as well as of the Hispanic community. Toyota scored thousands of names for their mailing list and found many new fans of the Tundra brand.