Toyota recently teamed up with Snapchat and a number of popular Latin musicians to promote the new RAV4 Hybrid. Not only did the campaign target social media-savvy millennials, but it also connected with fans of Latin music.
Timed to coincide with the Billboard Latin Music Awards, the new Toyota campaign involved challenging three popular Latin musicians to create unique Snapchat stories involving them going beyond their comfort zone. These stories of moving beyond one's comfort zone were meant to parallel Toyota's #AceptaElReto challenge for the RAV4 Hybrid. Each artist's story was then broadcast live on Snapchat just ahead of the awards show. When all three stories were viewed simultaneously, the individual videos lined up to create a seamless music story.
By tapping the power of three Latin musicians and their Snapchat followings, Toyota managed to help its campaign reach a wider audience.