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TOYOTA YARIS AT SXSW: A BRANDED UTILITY FOR INDIE MUSIC LOVERS

CHALLENGE: Launch the Yaris in North America by connecting to a creative young adult audience.

APPROACH: Tap into a culture of creativity, DIY, and new music discovery through Yaris experiences online and offline.
TOYOTA HEYA ONLINE COMMUNITY
NESTLE BEVERAGE BRAND COMMUNITIES
ONLINE PLATFORM:
Distributed. Go to them, don't make them come to you. Yarisworks.com. YourSXSW. Online planning tool "brand utility" provided on partner blogs, SMS feature, and iPhone app.
55,000 Opt-Ins
Yaris Works Website
Yaris Crafts at SXSW
EVENTS / OFFLINE:
After initial launch at SXSW, Collaborate with DIY communities across the country. 100 events. 12 markets. 12 weeks. Make your own sock monkey (or dog). Homemade snowglobes. Make your own live music video.
Making Your Own Sock Dog
PARTNERS:
Connect with respected bloggers with credibility and established reach. The Austinist. Venus Zine. Done Waiting. Gorilla vs. Bear. Brooklyn Vegan.
74,500,000 Total Impressions / Media Mentions
Yaris At SXSW
100,000 Attendance
Yaris Shuttles at SXSW