For a number of years, Toyota had joined the action sports Dew Tour for an adrenaline-filled brand rush they didn’t get anywhere else in their portfolio of events. In 2010, Toyota invited action-sports kids into Adrenaland. Part event promotion, part kid wonderland, this event allowed consumers to create signs for their favorite athlete, get their photos taken, squirt a giant water gun, or rock out to guitar hero.
Adrenaland required a pumped up kind of brand ambassador, but also someone who was kid friendly. Hype handled everything from finding the brand ambassadors to hiring costume characters as well as delivering final data reporting from the field.
Boston, Chicago, Baltimore, Portland, and Salt lake city
Adrenaland brand ambassadors and costume characters made a huge impact on consumers. Not only did the event generate over 5,000 + sales leads but there was increased visibility among consumers on Facebook.