Toyota connects Hispanics with their musical roots in Chicago

Toyota was the exclusive automotive sponsor of Ruido Fest, one of the biggest alternative Latin music festival in Chicago. Together with Conill, they developed a strategy to bring to music fans unique experiences with their favorite singers. Carla Morrison, Natalia Lafourcade and the band La Santa Cecilia shared highlights with music fans through Toyota hashtags #BoldWish and #VayamosJuntos on Facebook, Twitter and Instagram. Powered by a Camry, Morrison surprised one fan by fulfilling his #BoldWish at Ruido Fest. Also joining the music fun, Lafourcade joined Cuban actor, singer and Univision TV presenter, William Valdes, for a live karaoke session as part of their #BoldWish. Also, Bryant Eslava -social media famous photographer- and Valdes created a 360º live video along with the other artists to share festival highlights with music fans on Toyota Latino social channels. To support up-and-coming music artists, a Toyota-sponsored stage featured some of today’s rising Latin alternative music stars. “We use music to connect with our guests and Ruido Fest was the perfect setting. Whether in person or via our social channels, Toyota is committed to engaging our artist partners and giving our guests an up close and personal view of the music journey” said Tyler McBride, Toyota’s Engagement Marketing Manager.