Barrett-Jackson events, the World's Greatest Collector Car Auctions, are held at several locations across the U.S. each year. GAC has produced multiple activations for Toyota during these events.
Toyota wanted to showcase its premier sportscar to a broad spetcrum of consumers to increase brand awareness and organically grow interest and excitement about supra and the Supra ride and drive experience.
The GR Supra Thrill Ride site was anchored by a 40’ x 60’ structure. Toyota headers and graphic walls on each side of the structure provided signage and visibility, supported by numerous Toyota and GR Supra feather banners, A-frames and standing signage.
Three-to-four GR Supras in constant rotation provided the thrills that consistently elicited overwhelmingly positive feedback from attendees. The drive included a unique “5 at 5” plan to put all 5 drivers out at 5 pm when other OEs shut down. Toyota was the only brand to give consumers rides past 5 pm. The Brand Ambassador staff also actively engaged show attendees, drove traffic, raised awareness of the Thrill Rides and facilitated registration from within the convention hall.
“That was far and above the best ride here!”
“That was the most fun I’ve had in ten years!”
“This is by far the best part about Barrett Jackson. Every time I see the Supras, I don’t care how long the line is, I’m getting in that car!”
Beginning in 2022 thru 2024, eBayMotors.com sought to solidify its position in the automotive marketplace by connecting with consumers directly through immersive experiences. As the Agency of Record for eBayMotors.com, our firm was tasked with executing a comprehensive experiential marketing campaign to drive brand engagement and generate leads. The objectives included activating a significant number of event attendees, engaging consumers effectively, and leveraging digital channels to amplify brand reach and lead generation.
The primary task was to orchestrate a series of engaging events across the United States, targeting automotive DIY enthusiasts and potential buyers. The program began with crafting a strategic marketing plan for eBay Motors, supported by a sponsorship strategy, marketing technology integration and targeted event selection. With 49 events planned spanning 26 states over 231 days, the scale of the mobile, in-arena and multi-venue activation was substantial. The specific goals included directly engaging a significant number of consumers, driving new buyer leads to eBayMotors.com, and maximizing digital impressions and engagements through strategic sweepstakes campaigns.
To meet and exceed the objectives set by eBayMotors.com, our agency implemented a meticulously planned series of actions:
Since 2001 and thru 2024, Red Bull North America and Oracle Red Bull Formula One have looked to their trusted agency partner, LST Marketing, to plan, manage and produce their largest North American consumer activations. The goal has been to revitalize brand engagement, particularly targeting Gen Z, Gen Y, and Hispanic consumers in key battleground markets throughout the United States directly in support of Red Bull’s North American marketing strategy each year.
The task assigned to LST Marketing was multifaceted. LST Marketing spearheaded all concepting, planning, and execution of large-scale urban events in critical regions directly in support of Red Bull’s on-premises, large format retail and small format (convenience) channels. These events were aimed at directly engaging consumers while collaborating with regional retail partners and key accounts to bolster brand awareness and drive year-over-year sales growth. The target markets included major urban centers such as Dallas, Houston, Austin, Oklahoma City, Nashville, Washington D.C., and Chicago. Additionally, LST Marketing was tasked with orchestrating activations at prominent retail outlets including Walmart, Speedway, Quick Trip, and 7-Eleven.
LST Marketing took a comprehensive approach to fulfill Red Bull's objectives. They commenced by devising creative solutions tailored to each market, by utilizing their expertise in the formation of public private partnerships, asset production, event management, budget oversight, logistics, and complex site construction. Urban market takeovers and organized urban festivals drew crowds of 30,000 + attendees, ensuring each event provided a city-stopping, sharable, and immersive brand experience. Digital engagement reached tens of millions per event, globally.
Boasting one of the most epic performance lineups of any legacy automaker, “GR” stands for “Gazoo Racing” and is based around racetrack domination.
As a part of the brand’s performance orientation, Toyota wanted a way to demonstrate the amazing performance of its GR product family lineup.
GAC brought Toyota and the National Auto Sports Association (NASA) together to produce the biggest new car owner benefit of its kind in the world.
Beginning in 2019, the NASA GR High Performance Drive Experience currently offers all new GR owners (GR Supra, GR86 and GR Corolla) a complimentary one-year NASA membership and a full day of professional high-performance driving instruction on their choice of more than 50 tracks in 14 regions across the country. Gardner Automotive Communications developed the concept, and now manages the program for Toyota through NASA including all customer marketing, communications, and event measurement.
Each NASA GR Program session includes classroom training and four on-track sessions with one-on-one guidance from a professional instructor. Most GR owners have never driven on a track before, but there are some who have spent timing learning about apexes and driving lines. What they all have in common is an amazing sports car.
“I had a blast and it's an experience to remember for a lifetime.”
“Amazing instructors. Both mine and my sons… highly recommend”
“I had an absolute blast! If this wasn’t offered, I would have never thought about going to a track. It was informative and there were skills taught for everyday driving as well. It was safe, well run and I loved it…”