Toyota and its agency Saatchi LA are embracing the power of influencers with they’re calling the “Hotel Tacoma experience”.
Toyota recently invited 80 guests to the Hualapai Arizona desert on a journey that included mountain biking, rock climbing and ATV rides, nicknamed Hotel Tacoma.
The excursion was designed to be a "weekend of play," says the agency, meaning to play in the dirt, play with your food, play with Toyota vehicles. The event hosted 28 Toyota Tacoma Trucks: 22 standard, four branded wrapped trucks, and two specially outfitted trucks. "It's was an opportunity to rebel against boring weekends, one rooster tail at a time," per the agency.
Attendees were also treated to performances by action sports company Nitro Circus, which specializes in activities like motorcycle stunts.
Guests - including influencers Cam McQueen and Adam Secore as well as athletes like Jamie Anderson and Ian Walsh - documented the event via social media. The event was designed to encourage word-of-mouth for the Tacoma nameplate, but organizers made sure there were several unique facts that would spark online chatter as well. For instance, Hotel Tacoma featured 50 custom tents and decks, as well as 100 pillows from Turkey.
There was also a sweepstakes tied to the event. Entrants uploaded a hashtagged photo featuring themselves and a Tacoma vehicle via Instagram for a chance to win round-trip airfare, spending cash, and hotel accommodations.
The two companies are planning to host additional Hotel Tacoma experiences later this year.
Hotel Tacoma was an extension of the "Play Now" campaign supporting the 2016 Toyota Tacoma. This campaign, backed by the brand’s biggest ad budget in 10 years, positions the truck as a lifestyle brand to have fun and enjoy life.