Toyota Will Showcase the All-New 2024
Tacoma through Advertising, Live Content and Fan
Experiences
PLANO,
Texas, Feb. 2, 2024 /PRNewswire/ -- Toyota Motor
North America (TMNA) today unveiled a series of announcements and
experiences as part of its first Super Bowl activation as the
Official Automotive Partner of the NFL.
- Eli Manning and Brock Purdy named national partners: TMNA
today announced that Brock Purdy and
Eli Manning have been named as
national partners. Both Purdy and Manning will appear in national
content across digital and linear platforms and at experiences
designed to engage fans and Toyota dealers.
- Manning will appear in national programming and content for
TMNA across linear and digital platforms and at fan experiences in
Las Vegas. Manning powered the New
York Giants to two Super Bowl championships (2008 and 2012). This
deal expands Toyota's existing, longtime relationship with Manning
as he has served as a brand partner for the Greater New York Toyota
Dealer Association since 2004.
- Prior to the 2023 season, Purdy signed a deal to appear in
Toyota's regional advertising efforts across television and social
media for the Northern California Toyota Dealers. This deal will
advance Purdy's partnership with Toyota to a national level. Purdy
led all NFL players in fan votes for the 2024 Pro Bowl as he helped
lead his team to the top seed in the NFC playoffs before guiding
the 49ers to Super Bowl LVIII. The second-year quarterback drives a
2024 Toyota Sequoia SUV.
- Return to Super Bowl air as advertiser: The brand will
feature a 30-second commercial within the Super Bowl LVIII game
broadcast on CBS. This marks Toyota's return after not airing an ad
in the 2023 game broadcast - the first occasion this had happened
since 2017. A separate spot, entitled "Undisclosed," produced by
Conill, Toyota's Hispanic agency of record, will run in the 4Q of
the Univision broadcast.
- Leading fan experience provider: The brand will serve as
lead sponsor of "Super Bowl Experience presented by Toyota," an
immersive fan festival that will treat fans to the NFL's football
theme park from Wednesday, February 7
through Saturday, February 10. Toyota
will also host its own fan game, "Toyota's 4 Down Territory," which
challenges competitors to navigate past 58,000 footballs to gain a
chance at a legendary prize that will unlock VIP access to next
year's Super Bowl [LIX in New
Orleans].
- Media Center content hub: Toyota will become a top
content creator at the NFL's Media Center, a fast-moving throughway
that hosts 6,000 credentialed media during the week. Toyota's
custom-built studio will feature the all-new 2024 Tacoma as its
trail-dominating power, legendary capability and captivating style
arrives in dealerships this month.
Among the content that Toyota will host in its footprint include
partnerships with top-rated podcasts "Green Light with Chris Long" and "The Dave Chang Show."
- "Green Light" is a football-themed show hosted by Chris Long, a two-time Super Bowl champion and a
Walter Payton Man of the Year winner
(2018). The hit podcast is the flagship series from Long's media
company, Yote House. In addition to hosting Green Light's shows
from its Tacoma Content Studio, Toyota will support preferred
charities of NFL players by teaming with Green Light to create a
charity challenge that prompts NFL personalities and players to
score in a trivia game throughout the week.
- David Chang is an avid football fan who gained world acclaim as
the founder of the Momofuku restaurants and Majordomo Media. He's
the creator and host of Netflix's "Ugly Delicious" and the
streamer's first live series, "Dinner Time with David Chang". Chang
will team up with Toyota to curate a football-inspired food
challenge to his audience in celebration of Lunar New Year.
Additional programming includes hosting a panel on the heritage
and future of Latinos in football along with a partnership with
fellow NFL partner Frito-Lay.
- "Behind the Tailgate with Toyota:" Toyota will
stage a panel discussion on the past, present and future of Latino
influence on football featuring panelists Anthony Muñoz (Pro
Football Hall of Fame), Diana Flores
(Captain and Quarterback of the Mexican Women's National Flag
Football team and Global Flag Ambassador for the NFL & IFAF)
and Marissa Solis (NFL, Senior Vice
President, Brand & Consumer Marketing).
- Frito-Lay "Chip Strip" Fan promotion: Toyota is riding
shotgun with Frito-Lay to bring even more to Las Vegas with an
immersive fan experience at the Frito-Lay Chip Strip. Fans in Vegas
will have the opportunity to take a seat in the hottest ride on the
Strip, feel the love at the Cheetos Chapel, try their luck at the
Frito-Lay Snackpot – and more. The all-new 2024 Tacoma will be on
display with a one-of-a-kind Doritos-inspired wrap, and one lucky
fan, 21+, will have a chance to win the Tacoma as the grand prize
by participating in Frito-Lay's oversized slot machine on
February 10. The Frito-Lay Chip Strip
is located on the Brooklyn Bridge at New
York, New York Hotel & Casino and is open
daily from Thursday, February 8
through Sunday, February 11.
"We see our comprehensive Super Bowl activation as a way to
amplify our NFL partnership. Fans can get closer to the sport they
love and we can create experiences and content to help us unveil
the exciting new Toyota Tacoma as it begins rolling into
dealerships this month." said Michael Tripp, group vice
president, Toyota division marketing. "Our relationship with both
Eli and Brock began at the regional marketing level and now we're
proud to have them both along for the ride as national
partners."
Toyota trucks will also play a sponsorship role in declaring the
most powerful players in the NFL at the Pro Bowl Games on
February 4 at Camping World Stadium
in Orlando, FL. Toyota will
sponsor the Tug-of-War skill game that will air as part of the Pro
Bowl Games' presentation on ESPN, ABC, Disney XD, ESPN+, ESPN
Deportes and NFL. Two Toyota vehicles will be positioned to frame
the competition's two battling teams of players while the brand
also advertises within the game broadcast with multiple spots.
At a regional level, Toyota also currently sponsors eleven NFL
teams through its network of dealer associations. Local activations
will be driven by Toyota's 1,200+ dealers across the U.S. Together,
these partnerships will bring the shared mission of Toyota and the
NFL into the living rooms and communities of fans across the
nation.
About Toyota
Toyota (NYSE:TM) has been a part of the cultural fabric in
North America for more than 65
years, and is committed to advancing sustainable, next-generation
mobility through our Toyota and Lexus brands, plus our more than
1,800 dealerships.
Toyota directly employs more than 63,000 people in
North America who have contributed
to the design, engineering, and assembly of nearly 45 million cars
and trucks at our 13 manufacturing plants. By 2025, Toyota's
14th plant in North
Carolina will begin to manufacture automotive batteries for
electrified vehicles. With more electrified vehicles on the road
than any other automaker, Toyota currently offers 26 electrified
options.
For more information about Toyota,
visit www.ToyotaNewsroom.com.
About the NFL: The National Football League is
America's most popular sports league, comprising 32 franchises that
compete each year to win the Super Bowl, the world's biggest annual
sporting event. Founded in 1920, the NFL developed the model for
the successful modern sports league, including national and
international distribution, extensive revenue sharing,
competitive excellence, and strong franchises across the
country.
Media Contacts:
Toyota Motor North America
Sam Mahoney
Samuel.Mahoney@toyota.com
Gray Wolf on Behalf of TMNA
Shaun Clair
shaun@graywolfagency.com
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SOURCE Toyota Motor North America