Toyota is bringing back some classic playground games and putting them on four wheels for an eight-city test-drive festival, which kicks off Aug. 28 in San Francisco.
In each city, 1 million square-feet of outdoor space will be turned into an adult playground, where participants will compete for prizes while driving a Toyota Matrix, Corolla or Celica in motorized versions of Vehicular Dodgeball, Red Light/Green Light, Capture the Checkered Flag and Pro Driver Speed Tag.
Targeting 18-34 year-olds, the festival, called Put It In Play, is designed to demonstrate key safety and performance features on Toyota vehicles as participants compete in the driving games.
The festival will be supported by print and radio advertising in each market, online advertising and grassroots outreach such as sidewalk chalk art, wall projections, in-store handouts and street teams.
The street teams will visit high traffic areas in each market with information about the event as well as live dodgeball target practice allowing people to get ready for the upcoming competitions the week leading up to the local Put It In Play event.
The more traditional advertising component will focus on outlets reaching the core audience including alternative weekly newspapers; classic rock, alternative rock, Spanish and urban radio stations; and e-media including PDA advertising, Avant Go, MTV.com, VH1.com, Yahoo! Mail, Launch & Games, E! Online and CBS Sportsline.
Admission is free to the public and consumers can register to play at www.putitinplay.com.
The integrated campaign was developed by Los Angeles-based Ground Zero.
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