• by Tanya Gazdik , December 5, 2023

Toyota Motor North America is the first U.S. automaker to use the Uber and Uber Eats advertising platforms for branded content, according to the ride sharing and delivery service company.

A campaign for the 2024 Toyota Grand Highlander uses Uber’s first-party data to engage audiences across multiple touch points, according to information shared with Marketing Daily. 

On Uber Eats, Toyota is using the Uber Eats Storefront to promote the three-row SUV with families by providing an easy experience for busy parents to get snacks for their kids, have a family meal and more. The effort includes a promotional offer of $5 off any order of $20 or more.

For those using Uber Rides, the campaign also includes playable “Journey Ads” to connect with people in moments throughout their experience as well as a game to help pass the time during the ride. 

Dubbed “Cargo-Cram,” the game gives users the opportunity to digitally fill up the trunk of the Grand Highlander with as many objects as possible, showing the full capacity of its cargo space. Each object placed gives a player points and more time on the board, allowing them to reach new levels.

With more than 25 million trips happening every day, the Uber platform offers marketers an opportunity to connect with consumers, according to the company. 

Toyota launched its “Life’s Grander in the Grand Highlander” campaign in September. 

Toyota developed the Grand Highlander campaign with its Total Toyota (T2) model, which integrates efforts across agencies to create a cohesive approach inclusive of multicultural marketing and the mainstream market.