Dive Brief:
- Toyota is leveraging Uber’s advertising options across both its Eats and ride-sharing platforms for a new campaign showcasing the 2024 Grand Highlander, according to information shared with Marketing Dive.
- Making use of Uber’s first-party data, Toyota Grand Highlander is offering a branded storefront on Uber Eats so busy parents can easily buy snacks or a meal. A playable ad in the Uber ride app lets users fill up the car’s trunk with as many objects as possible.
- As Uber continues to build out its advertising business in order to reach its goal of generating $1 billion in advertising revenue by 2024, the campaign showcases how auto brands can potentially find value reaching users of the company’s platforms.
Dive Insight:
The tie-up with Uber shows Toyota continuing to emphasize shared family moments and utility in its marketing. In September, the automaker rolled out the “Life’s Grander in the Grand Highlander” campaign, a multiagency initiative to promote the new midsize SUV.
Leveraging Uber’s first-party data and ad units for Eats and the ride app gives Toyota an opportunity to connect with busy consumers. Toyota is the first U.S. automaker to run a campaign across both the Eats and the ride platforms, per press materials.
Consumers will be connected to the Toyota Grand Highlander Storefront through Uber Eats, giving them a way to easily order food and redeem a $5 off any order of $20 or more, incentivizing use. Journey Ads in the ride app feature a playable ad. The game, Cargo-Cram, charges players with filling up the cargo space of the Grand Highlander. Each piece of cargo placed scores points for the player, allowing them to reach new levels.
“We are always looking to connect the moments between going where you want and getting what you need,” said Seho Lee, head of strategic verticals sales at Uber’s advertising division in a press statement about the campaign.
