Dive Transient:
- Toyota is leveraging Uber’s promoting choices throughout each its Eats and ride-sharing platforms for a brand new marketing campaign showcasing the 2024 Grand Highlander, based on info shared with Advertising Dive.
- Making use of Uber’s first-party information, Toyota Grand Highlander is providing a branded storefront on Uber Eats so busy dad and mom can simply purchase snacks or a meal. A playable advert within the Uber experience app lets customers replenish the automobile’s trunk with as many objects as doable.
- As Uber continues to construct out its promoting enterprise as a way to attain its objective of producing $1 billion in promoting income by 2024, the marketing campaign showcases how auto manufacturers can doubtlessly discover worth reaching customers of the corporate’s platforms.
Dive Perception:
The tie-up with Uber exhibits Toyota persevering with to emphasise shared household moments and utility in its advertising and marketing. In September, the automaker rolled out the “Life’s Grander within the Grand Highlander” marketing campaign, a multiagency initiative to advertise the brand new midsize SUV.
Leveraging Uber’s first-party information and advert items for Eats and the experience app offers Toyota a chance to attach with busy shoppers. Toyota is the primary U.S. automaker to run a marketing campaign throughout each the Eats and the experience platforms, per press supplies.
Customers will probably be linked to the Toyota Grand Highlander Storefront by Uber Eats, giving them a method to simply order meals and redeem a $5 off any order of $20 or extra, incentivizing use. Journey Adverts within the experience app characteristic a playable advert. The sport, Cargo-Cram, costs gamers with filling up the cargo house of the Grand Highlander. Each bit of cargo positioned scores factors for the participant, permitting them to succeed in new ranges.
“We’re at all times seeking to join the moments between going the place you need and getting what you want,” mentioned Seho Lee, head of strategic verticals gross sales at Uber’s promoting division in a press assertion in regards to the marketing campaign.
