We entered into a partnership with the Dew Action Sports Tour and immediately looked for a common thread to tie-in Toyota. Action sports conjure up images of death-defying spectacle, the promise of suspense and the possibility of disaster much in the same way we have developed the brands for the Toyota Tacoma and FJ Cruiser. We brought these worlds together by packaging the tour as a Carnival of Chaos, combining Toyota and action sports imagery, as well as competitor sponsorships in one message.

The Dew Action Sports Tour ran through five cities and was attended by 244,776 fans, all exposed to Toyota’s messaging through posters, banners and ads. Of those fans, over fifty percent attended the Toyota Zone to interact with the brand. Nearly ten thousand posters and giveaways were distributed and 37,519 fans participated in vehicle experiences. We can’t help but look at the tour as a great success for Toyota, given these numbers and the positive feedback Toyota received.