Oprah the life you want tour

OBJECTIVE

Generate impressions and increase awareness of the Toyota brand with attendees of Oprah’s The Life You Want Tour. Educate consumers on Toyota’s brand and vehicles by creating an interactive experience for all. Deliver opt-ins, in vehicle experiences, brand engagements and overall impressions from activation elements and earned media.

STRATEGY

Work with Toyota’s media team to create an authentic space in order to enhance the overall tour experience. Connect with patrons in the Go Boldly tent with a design-your-own journal station, a Lenticular Photo booth and a postcard station for patrons to write an uplifting note to a friend or a family member. Further encourage patrons to also write a postcard to themselves, which REACH would mail out months later to continue to inspire patrons towards their goals and extend the life of the brand partnership long after the event ended.

RESULT

In only eight events, REACH surpassed the program objective by generating over 178,000 brand engagements and averaging an opt-in rate of 25 percent. Opinion and consideration for Toyota was greatly strengthened with attendees of Oprah’s The Life You Want Tour through positive messaging, engaging activations and lasting impressions.