Toyota National Dealers Meeting Activation


Toyota wanted to create an activation that would drive attendee engagement and interaction at the Toyota National Dealers Meeting in Las Vegas, Nevada. In addition, the department wanted to receive feedback on the Toyota Dealer Match Program, a program that will match dealer’s charitable donation of at least $2,500 and up to $10,000 to their favorite charity.

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Our agency curated an experience that tied together the client’s overall goals. Attendees were guided to take a short survey regarding their experience with the Toyota Dealer Match Program before they had the opportunity to try the virtual reality experiences.

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To promote Toyota as the 2020 Tokyo Olympic sponsor, attendees had the opportunity to select from Olympic game experiences including diving, beach volleyball, pole vaulting, and gymnastics. The VR experience had attendees on their toes as they dove and pole vaulted at extreme heights. The virtual reality gears were branded with the Toyota Dealer Match logo while the actual experiences were branded with the event log

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Attendees were encouraged to post on social media showing who their favorite charitable organization is that they support. Posts were then live feed onto a 16’x9’ LED screen which increased social engagement. After attendees posted on social media, they were given a branded tote swag bag to use during the event.

The activation  was able to obtain attendee feedback to better improve the Toyota Dealer Match Program while promoting their 2020 Tokyo Olympic sponsorship. Attendees were engaged through the branded virtual reality experiences and increased social engagement through the social wall. Innovate Marketing Group was able to create an experience that attracted attendees to the booth and get them involved.