To get young Asian Americans believe that Toyota Hybrids can handle winter road condition, Toyota launched the first-ever Asian social media activation on Instagram. By hosting over 60 top Asian American influencers at an invite-only winter track experience in New York, Toyota enabled the influencers create original content and promote it authentically among their millions of followers. Experiential installations highlighted the hybrid’s cold weather battery, the gas and hybrid engine synergy and other features, resulting in over 12MM social impressions.