Here’s a quick article on how automakers are using experiential marketing to tout their hybrid technology and educate the gas-guzzling US masses on the benefits of green transport. Of particular interest is the last bit of information in describing a campaign from Toyota:
Toyota’s road show “Highway to the Future: Mobile Hybrid Experience,” launches tomorrow at the San Jose International Auto Show, the first of 150 events the show visits nationwide over the next year and a half.
The exhibition lets consumers try out Toyota’s hybrid-powertrain sub-brand, called Hybrid Synergy Drive, and get interactive tutorials on hybrid technology, alternative fuels and environmental issues.
Consumers can also test-drive the hybrid-powered Toyota Prius, and hybrid versions of Camry and Highlander. The company recently launched a TV campaign touting the hybrid vehicles.
Toyota said it will plant more than 50,000 trees representing the people it predicts will visit the road show. These trees are also intended to represent–or ameliorate–the emissions of the tow trucks hauling the exhibit around the country.
Now that’s what I call driving the point home. LOL! Sorry for the terrible pun. But to plant trees in response to the emissions from the trucks hauling the campaign….well, folks, that’s just sheer experiential brilliance.