For four years NCompass, with Toyota and Burrell Communications, created and activated Toyota’s sponsorship of the AAADT. Each year a different Toyota vehicle was highlighted during the sponsorship via integrating the vehicle’s attributes into the theme of performances.
This mutually beneficial alliance was a perfect match in delivering the exact multi-cultural target audience to the program. The artistic presentation of the program and historical cultural venue settings allowed consumers to engage with the vehicle in an authentic and inviting way. The vehicle engagement mechanisms promoted the vehicle attributes that matched the target demos’ lifestyle, creating a sense that this was the vehicle for them.
The program was activated in world-renowned theaters and venues of African American historic significance such as the Apollo Theater, the Brooklyn Academy of Music, and the Super Bowl Gospel Lunch. The program occurred before, during and after the AAADT performances.