Ximena Sariñana
Toyota gave Latin music fans the chance to get the breaking news about San Franciscos 2013 Outside Lands Music and Arts Festival from Latino star Ximena Sariñana.The car brand was present every step of the way as Sariñana reported what was going on at the event over social media during a week that was all about music and culture.Under the name of Musica y Destinos, Sariñanas tour kicked off with a trip from Los Angeles to the San Francisco festival in a Toyota Prius. Music fans followed Sariñana on Twitter (@XimenaMusic) as she interviewed artists, exhibitors and fans, and kept followers up to date with the festivals highlights as they happened.Some of Sariñanas comments were to be found on @ToyotaLatino. As Toyota exec David Chung said, Partnering with Ximena Sariñana gives our Toyota fans and followers a unique look at the festival through the eyes of this talented, Latin Grammy-nominated artist.Besides sharing Sariñanas view of the festival, Toyota also invited those attending the event to the Hybrid House Party, which presented the Prius c and other hybrid vehicles.Music is a particularly important touch-point for the U.S. Latino audience, who spend 57 percent more per concert event than the national average said Executive Creative Director Ross Ludwig of Conill, Toyotas agency of record for the Hispanic market. We couldnt ask for a more organically influential ambassador than Ximena.
