I’m a big fan of live brand experiences. They’re informative, different, and fun—and they give you a chance to see how bad you really are at driving a car in virtual reality.
I had a chance to sit down with Cyril Dimitris, Vice President of Toyota Canada, to discuss the Towards Tomorrow by Toyota brand gallery. This "pop-up" experience has brought Toyota direct to the consumer (specifically those hard to reach millennials), garnering valuable facetime and engagement outside the dealership environment. This is something many automotive brands are still struggling to do effectively.
Initiatives like this one allow customers to be exposed to the brand when they might have dismissed it in a different setting.