sirius xM - sienna festivans

OBJECTIVE

Engage and educate guests with Toyota in-vehicle experiences and SiriusXM programming that demonstrate key product features in compelling and innovative ways, creating buzz and generating program amplification beyond each event. Highlight the strong relationship between Toyota and SiriusXM. Integrate Toyota and SiriusXM into the lifestyle focus of each event while promoting the brand marriage between Toyota and SiriusXM, showcasing the shared and unique personalities of each brand.

STRATEGY

Develop an experiential marketing program that seamlessly connects attendees of various events to the Toyota and SiriusXM partnership. Curate engaging activations for Toyota and SiriusXM through co-branded premium giveaways, unique vehicle experiences, and interactive elements such listening stations for the promotion of the SiriusXM app available on the app store.

RESULT

Use the power of music to connect guests of all demographics; the Sienna Festivans are making appearances at various events throughout the U.S. After a successful tour of music festivals in 2018, two Festivans were rebranded for use at future events. Two Festivans ran a successful tour following various NASCAR races in 2019 and again for an appearance at the 2020 Charleston Wine + Food Festival.