CHICAGO, Aug. 1, 2016 /PRNewswire/ -- Remember the first
time you went to Lollapalooza? The extravaganza turned 25 this
year, and to help celebrate the milestone anniversary, Toyota
hosted the 25th Hour (#25thHour), a surprise concert
featuring breakthrough Grammy-nominated recording artist
Leon Bridges and Outkast rapper Big
Boi. The exclusive, pop-up concert was accessible only to
Lollapalooza festival-goers who used Toyota's limited-time "golden
ticket" Snapchat geo-filter.
Toyota's innovative invitation strategy marks the first instance
of a Snapchat geo-filter being used to qualify entrance for an
event. The private concert – hosted at Venue SIX10 and featuring a
fleet of Toyotas for safe rides home – was the culmination of
Toyota's Lollapalooza presence. The Toyota Music experience – an
interactive engagement featuring an array of vehicles and
music-inspired activities at the Toyota Music Den, a special stage
for up-and-coming artists performing short sets last weekend.
"What better way to celebrate Lollapalooza's
25th year than by adding an extra hour of music
with an amazing talent like Leon
Bridges," said Florence
Drakton, social media marketing manager for Toyota. "We used
Snapchat filters in a unique way to invite guests to our pop-up
concert -- ones who share Toyota's same passion for music."
Joining Toyota on the musical journey were Singer and actress
Becky G., singer and composer Carla
Morrison, dance music duo Adventure Club, and social media
photographer Bryant Eslava, who are
sharing their experiences through an immersive 360 video and a
photo series titled Becoming Lolla, which aims to narrate
the history of Lollapalooza from its inception through the
25th Hour.
Additionally, as part of an ongoing partnership with VH1 Save
the Music, Toyota brought back a distinctive interactive
installation that has travelled to several music festivals
throughout the U.S. in 2016. The art piece invites festivalgoers
and artists to write their answer to: "What Does Music Mean to
You?" Festivalgoers can share their participation in the activation
space via social media using #ToyotaGiving to show their support,
while simultaneously increasing music education awareness. At
the end of the festival run, grants will be presented to three
schools in the Chicago area.
"We're grateful to the VH1 Save the Music Foundation for
continually supporting music education and feel honored to give
back to the Chicago community in
support of the arts," said Tyler
McBride, engagement marketing manager for Toyota.
Lollapalooza is the fifth installment of the 2016 Toyota Music
experience. The interactive on-site activation launched at the
Stagecoach festival in April and continued at the Country 500,
Sasquatch and Firefly Music festivals. It will culminate in October
at the Voodoo Music + Arts Experience in New Orleans.
About Toyota
Toyota (NYSE:TM), the world's top
automaker and creator of the Prius and the Mirai fuel cell vehicle,
is committed to advancing mobility through our Toyota and
Lexus brands. Over the past 50 years, we've produced 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 community, civic, academic, and
governmental organizations to address our society's most pressing
mobility challenges. We share company resources and extensive
know-how to support non-profits to help expand their ability to
assist more people move more places. For more information about
Toyota, visit www.toyotanewsroom.com.
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SOURCE Toyota