Toyota PriusCinema

Upon arrival, Guests were greeted by the PRIUSCINEMA custom marquee, lit up in rotating lights, and provided gourmet Popcornopolis for the entire family by our marketing fulfillment team.

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 the ugly exterior, tiny interior, and that being a “green” car = 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 movie viewing series, PRIUSCINEMA, at drive-in theaters!

Client Name

  • Conill/Toyota

Event Location

  • Los Angeles, California

Event Date

  • June 2012

Services Provided

Toyota Prius Cinema experiential marketing event in Los Angeles, California
Event staff parking attendees at Toyota Prius Cinema marketing event in Los Angeles, CA
Brand activation giveaway items at Toyota Prius Cinema experiential event in Los Angeles, CA
Toyota Prius Cinema experiential marketing event staff helping customers
Event Staff at Toyota Prius Cinema experiential marketing event in Los Angeles, CA
Toyota Prius Cinema experiential marketing brand activation event in Los Angeles, CA
Little kid in front of Prius at Toyota PriusCinema experiential marketing event in LA
Toyota Prius V brand activation interactive display at PriusCinema marketing event in LA
Customers enjoy promotional items at experiential marketing event in Los Angeles
Toyota Prius Cinema experiential marketing event in Los Angeles, California

Results

Upon arrival, Guests were greeted 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! Before the movie show, an interactive Prius v commercial spoke directly to the movie viewers highlighting Prius v features to break those stereotypes and engaged the winners to explore their Prius v.

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

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