A world leader in hybrid car sales, car manufacturer Toyota UK enlisted the help of Wildgoose Events to help it appeal to the family market and resolve some common misconceptions people have about hybrid cars.
Having run an advertising campaign to engage with mums, specifically via the Mumsnet website, Toyota tasked Wildgoose Events with organising a GPS location-based game by way of experiential marketing.
Toyota did an initial Q&A about the hybrids on Mumsnet and then invited 10 volunteer Mumsnetters and bloggers for a day out to test drive its five hybrid cars:Yaris, Auris, Auris Touring Sports Prius and the 7 seat Prius+.
Jemma Shaw from Toyota UK’s advertising department said: “We were looking for a really different way to engage the Mumsnetters at our event while showcasing our hybrid cars. Wildgoose Events came up with a concept for a treasure hunt that gave us exactly what we wanted: a fun, exciting and branded event that would educate the mums about the cars while they were giving them a comprehensive road test.”
Peter Barker, Operations Director at Wildgoose, added: “The flexibility of our App enabled us to create really fun, engaging and compelling questions and tasks that reinforced Toyota’s key messages while promoting their hybrid cars and the brand overall.
“Every car had a driver, a passenger and a Toyota ‘chaperone’ to answer any questions.”
The passengers were given a GPS tablet to help with a series of challenges conducted near Toyota UK’s head office in Epsom, Surrey.
Do you have news for CN? Email: Paul Colston