Artists Carla Morrison, Natalia Lafourcade and La Santa Cecilia Share with Fans through Toyota’s #BoldWish and #VayamosJuntos
Toyota Exclusive Automotive Sponsor of Ruido Fest
Torrance, Calif. (July 12, 2016) – The summer music scene kicked into high gear this weekend during one of the nation’s largest Latin alternative music festivals, Ruido Fest.
As the exclusive automotive sponsor, Toyota didn’t skip a beat as fans experienced the energy of the event through shared content created with:
- Mexican indie-pop singer and composer Carla Morrison
- Mexican pop-rock singer/songwriter Natalia Lafourcade
- Mexican-American, L.A.-based band La Santa Cecilia.
The artists shared highlights with festivalgoers and music fans through Toyota hashtags #BoldWish and #VayamosJuntos on Facebook, Twitter and Instagram.
Powered by the bold Camry, Morrison surprised one lucky fan by fulfilling their #BoldWish at Ruido Fest. Also joining the music fun, Lafourcade joined Cuban actor, singer and Univision TV presenter, William Valdes, for a live karaoke session as part of their #BoldWish. In addition, social media famous photographer Bryant Eslava and Valdes created a 360º live video along with the other artists to share festival highlights with music fans on Toyota Latino channels.
Through the lens of “Musica y Destinos,” the Toyota Música area immersed festivalgoers in vehicle displays that engaged them through a series of virtual reality zones and shareable GIF photo opportunities starring the bold Camry, the all-new Prius, the RAV4 Hybrid, and the Corolla. A special perk for Toyota owners included exclusive access to a loyalty deck with a bird’s eye view of the festival each day.
To support up-and-coming artists, a Toyota-sponsored stage featured some of today’s rising Latin alternative music stars.
“Music is ingrained in the lives of so many of our guests,” says Tyler McBride, Toyota’s engagement marketing manager. “We use music to connect with our guests and Ruido Fest was the perfect setting. Whether in person or via our social channels, Toyota is committed to engaging our artist partners and giving our guests an up close and personal view of the music journey.”
As a major sponsor of music festivals, Toyota has developed a social activation to engage attendees as well as raise funds for VH1 Save the Music. Festivalgoers visit the activation space and share on social media using #ToyotaGiving to show their support, while simultaneously increasing music education awareness. The social campaign benefits VH1 Save The Music Foundation, a national nonprofit organization committed to restoring music education programs in America’s public schools. A $30K donation will go to a designated school later this year.
Toyota (NYSE:TM), the world’s top automaker and creator of the Prius and the Mirai fuel cell vehicle, is committed to building vehicles for the way people live through our Toyota, Lexus and Scion brands. Over the past 50 years, we’ve built more than 30 million cars and trucks in North America, where we operate 14 manufacturing plants (10 in the U.S.) and directly employ more than 44,000 people (more than 34,000 in the U.S.). Our 1,800 North American dealerships (1,500 in the U.S.) sold more than 2.8 million cars and trucks (nearly 2.5 million in the U.S.) in 2015 – and about 80 percent of all Toyota vehicles sold over the past 20 years are still on the road today.
Toyota partners with philanthropic organizations across the country, with a focus on education, safety and the environment. As part of this commitment, we share the company’s extensive know-how garnered from building great cars and trucks to help community organizations and other nonprofits expand their ability to do good. For more information about Toyota, visit www.toyotanewsroom.com.