MSI aimed to integrate the brand into events by providing visitors with an engaging and useful activation, while gathering sales leads for dealer follow-ups. MSI manages all elements of brand integration from ideation, to onsite production, operations to brand representation. MSI created a “Spin to Win” activation where participants enter their email and spin the wheel to win prizes.
One of the larger activations MSI manages occurs at the Night in the Country Music Festival. The three-day event draws over 15,000 music fans each night. As the event took place in the summer heat, in an arid remote environment, MSI incorporated a cooling/misting station, a shaded public area with wi-fi and a VIP lounge with shade, seating, charging stations and wi-fi. The activation also included a photo booth complete with onsite printable, emailed photos, links to Instagram, Twitter and Facebook, where more than 600 people took Toyota branded photos of themselves and 250 people opted to give Toyota permission to use their email address.
Data acquisition efforts at Night in the Country collected over 1,000 survey opt-ins resulting in 25% email leads and 3% hot dealer leads from people interested in purchasing a vehicle in the next 30 days.
MSI positioned Toyota trucks atop shipping containers on either side of the stage. Branding for the banners, designed by MSI, was displayed throughout the event and positioned alongside the vehicles, making them easily seen from anywhere in the crowd.