OBJECTIVE
Align Toyota with a National music franchise to promote its new fleet of vehicles to a young, hip Latino audience.
SOLUTION
Sponsorship of Billboard’s new Latin channel on Billboard.com and Billboard en Vivo concert series to create buzz, excitement and vehicle integration during Billboard’s largest celebration of Latin music – Premios Billboard.
RESULTS:
Category exclusive sponsorship of Billboard.com Latin Channel and Billboard en Vivo concert series featuring J Balvin
High SOV on the Billboard.com/Latin Channel
Execution of a “Fan Ride” experience featuring J Balvin integrating Toyota’s vehicles and creating exclusive content
Ticket giveaway, on-site vehicle displays and content capture at Billboard en Vivo concert/J Balvin
Content video procurement of “Fan Ride” and J Balvin’s performance for social promotion on Toyota’s and Billboard’s social media platforms
267,932 views against the video content across our social and editorial platforms in a 3 day period
Video Pre-roll Video generated a 6.97% CTR which is well above our benchmark of 3.5%
Total video views of 84,650/1-minute video featuring behind-the-scenes and performance footage of the Billboard En Vivo show with J Balvin
HASHTAG SUMMARY
Total mentions: 3.9K
Impressions: 90MM
Reach: 14MM
Total mentions: 508
Engagement: 41K
Impressions: 2.3mm
Reach: 1.1mm