Toyota PRIUSCINEMA

Guests were immediately greeted upon arrival by the PRIUSCINEMA custom marquee, lit up in rotating lights, and provided gourmet Popcornopolis for the entire family.

How do you introduce the newest member of the Prius family, the Prius v, to the Hispanic community, while breaking stereotypes that many have surrounding hybrid vehicles – from ugly exterior, tiny interior and that being a “green” vehicle = bare bones technology (which are far from the truth!). We figured…let’s break those stereotypes in a fun, interactive way. So we created our own movie viewing series, PRIUSCINEMA, at drive in theaters!

Guests were immediately greeted upon arrival by the PRIUSCINEMA custom marquee, lit up in rotating lights, and provided gourmet Popcornopolis for the entire family. They were then treated to complimentary dinner and desserts from local, sustainable food trucks. Guests were also entered to win a seat in the VIP “Prius Park”, where they could watch the family-friendly movie from the best seats in the house – inside a Prius v! Prior to the movie showing, an interactive Prius v commercial spoke directly to the movie viewers highlighting Prius v features to break those stereotypes, and engaged the VIP winners to explore their Prius v.

By the end of the night, attendees had received a luxury experience compliments of Prius v, all while learning a little more about the vehicle and changing their consideration of hybrid vehicles.