How do you spotlight your brand while nurturing an important partnership?
As the headline sponsor of the Toyota Texas Fest concert event, Harman had a great opportunity to get their JBL audio product in front of a crowd of target customers. They wanted an explosive multi-channel activation. But they also wanted to strengthen their relationship with Toyota. This event would require the coordination of many moving parts.
Our target audience was composed of Toyota execs and sales teams, local dealership owners, influencers and end consumers, including music fans. This meant that the seamless integration of Harman JBL’s sales team, and B2B & consumer marketing teams was critical to our success.
We developed a multi-faceted 80’ x 30’ experiential footprint at the 2016 Toyota Texas Fest. We enabled the JBL premium audio option (available in all Toyota models) to speak for itself, playing from JBL-equipped Toyota vehicles across the site.
Taking the lead from Toyota’s active personality, we challenged visitors to engage with high-energy activities, including a 26ft climbing wall and a pop-a-shot stations. Photographers were on hand to capture the experience for guests to share on their social channels.
45,000+ direct impressions over 2 event days; 2.4MM media impressions
What we did
- Partnership event
- Asset development
- Brand experience
- Consumer engagement
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