TORRANCE, Calif., April 28, 2016 /PRNewswire/ -- Mexican
regional, urban hip-hop and pop music will converge today in the
Snapchat world under the umbrella of the Toyota
#AceptaElReto challenge, inviting the artists as well as
guests to create new stories and get out of their comfort
zone. Toyota is partnering with Mexican Regional artist,
El Dasa, Colombian hip-hop band member, Goyo (member of
Chocquibtown) and pop singer and songwriter, Natalia Lafourcade to produce a one of a kind
Snapchat experience that will go live on the popular social media
app at 6pm ET today on each artist's
Snapchat accounts, all to celebrate the Billboard Latin Music
Awards, airing on TELEMUNDO, presenting a live broadcast of this
longest-running and most prestigious awards show in the Latin music
world today at 8 pm/7pm CT.
To view the Snapchat story, fans can visit each Snapchat
account: @ElDasaOficial; @nlafourcade; @Goyo_thegirl.
The experience will be best viewed when three phones are put
together as the three stories come to life on each of the phones,
forming a seamless music story.
The creative engagement is part of Toyota's RAV4 Hybrid
marketing campaign that encourages people to get out of their
comfort zones. The concept created by Conill – Toyota's Hispanic
marketing partner – centers on a unique idea: what would happen if
you put a Mexican regional artist in the musical world of a pop
singer and how would a hip-hop singer do in a Mexican regional
musical world. Toyota invited these artists to venture out of their
musical comfort zones to find out.
Through the story, fans will witness each artist interacting
with their newfound musical world, creating new experiences and
stories that they can share with their fans on other social media
channels, unified by the hashtag #AceptaElReto.
"Toyota is all about innovation and engaging with guests through
technology and music," said Florence
Drakton, social media marketing manager, Toyota Motor Sales,
U.S.A. "We know how important social media channels are,
whether for listening to or sharing music, so using Snapchat makes
total sense. Together, these three artists will create an
immersive experience that we hope fans will enjoy."
The RAV4 Hybrid campaign launched at the beginning of 2016
centered on the theme of "same old story." The creative
elements aimed to spur people on to create original and exciting
new stories with the RAV4 Hybrid as their enabler.
About Toyota
Toyota (NYSE: TM), the world's top
automaker and creator of the Prius and the Mirai fuel cell vehicle,
is committed to building vehicles for the way people live through
our Toyota, Lexus and Scion brands. Over the
past 50 years, we've built more than 30 million cars and trucks in
North America, where we operate 14
manufacturing plants (10 in the U.S.) and directly employ more than
44,000 people (more than 34,000 in the U.S.). Our 1,800 North
American dealerships (1,500 in the U.S.) sold more than 2.8 million
cars and trucks (nearly 2.5 million in the U.S.) in 2015 – and
about 80 percent of all Toyota vehicles sold over the past 20 years
are still on the road today.
Toyota partners with philanthropic organizations across the
country, with a focus on education, safety and the
environment. As part of this commitment, we share the
company's extensive know-how garnered from building great cars and
trucks to help community organizations and other nonprofits expand
their ability to do good. For more information about Toyota, visit
www.toyotanewsroom.com.
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SOURCE Toyota