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Toyota Takes Atlanta-Based Social Media Influencers on Adventure

Three Charitable Organizations Benefit from Campaign

A group of Atlanta-based social media influencers recently participated in Toyota’s Choose Your Own Adventure campaign, a collaborative effort between Toyota Motor North America and Southeast Toyota Distributors which highlighted regional accessories packages available on the 2017 Toyota Tacoma and the 2017 Toyota Tundra. 

Following several social media competitions during the adventure-based campaign which pitted the influencers against each other in a race for the most impactful posts, donations of $1,000 each will be rewarded to St. Jude Children’s Research Hospital, Adventure Bags and the Georgia Conservancy to help further their missions in the community.

The campaign created buzz around the accessories featured in the Extreme Sport Packages (XSP) exclusive to Southeast Toyota Distributors and its dealers. Each XSP package was designed to enhance the driver’s experience while adding that extra ‘something’ to the truck’s appearance. 

Features found in both the Tundra and Tacoma XSP packages include red front break caliber covers, color-keyed pocket fender flares with rivets and predator pro running boards. Designed exclusively for the Tundra XSP package are 20-inch beadlock style wheels with BFG all-terrain tires and the spray-in bedliner. The Tacoma sports wheel enhancements of its own with the option to have 17-inch beadlock style gunmetal gray and black wheels with Nitto Terra Grappler G2 tires and 2-in-1 LED projector fog lights with LED DTRL. 

“As the reach of influencer marketing continues to grow, these social media campaigns become increasingly important to our PR and marketing plans,” said Christie Caliendo, public relations manager, Southeast Toyota Distributors. “Using the authentic voice of these influencers as they share their adventures with their followers allows us to highlight the quality and excitement of Toyota’s products through their authentic word-of-mouth reviews. Each influencer appeals to a different audience, giving us the chance to tap into a variety of markets.”

To kick-off the campaign, participants enjoyed dinner at their “base camp”, Ladybird Grove and Mess Hall, then attended daylong thrill-seeking event at Barnsley Resort. There they put their vehicles and accessories to the test, participating in off-road experiences, fly fishing and other outdoorsy adventures. The influencers also tapped their followers to ride along during the 10-day campaign by posting content that highlighted all the XSP packages have to offer.

Adding a philanthropic aspect to the campaign, a panel of judges then reviewed each influencer’s social engagement and selected a winner in each of three categories:

  • The Outdoor Enthusiast (Rick Griffin / St. Jude Children’s Research Hospital): This individual is one who did the best job at showing off how Toyota’s XSP packages are used in their everyday routine.
  • The Ground Breaker (Andrew Draper / Adventure Bags): This winner was the participant who got the most creative when capturing what “adventure” means to them.
  • The Leader of the Pack (Andrew Hunter / Georgia Conservancy): The winner of this category generated the most likes, comments and shares throughout the 10-day campaign.
“This philanthropic initiative highlights the commitment of Toyota and its area dealers to positively impact the communities they serve, and allows the brand to support three vital organizations on behalf of these Atlanta-area influencers,” Caliendo said.

About Southeast Toyota Distributors LLC

Southeast Toyota Distributors is the world’s largest independent distributor of Toyotas. The company distributes vehicles, parts and accessories to 177 Toyota dealerships in Alabama, Florida, Georgia, and North Carolina and South Carolina. Dealers in this region sell approximately 20 percent of all Toyotas sold in the country. Headquartered in Deerfield Beach, Fla., its vehicle processing facilities are located in Jacksonville, Fla. and Commerce, Ga. Southeast Toyota Distributors is a subsidiary of JM Family Enterprises, Inc., a diversified automotive corporation ranked No. 19 on Forbes' list of America’s Largest Private Companies. JM Family is also ranked No. 94 by FORTUNE® as one of the 100 Best Companies to Work For®, its 23rd consecutive year on the list.