Barrett-Jackson, the World's Greatest Collector Car Auctions, are held at several locations across the country each year. GAC has produced multiple activations for Toyota during these events. To follow is an example of a recent Barrett-Jackson event, held in Scottsdale, AZ, where GAC conducted a pair of successful activations.
TRD Pro Dirt Ride
There were three vehicle options (4Runner, Tundra and Tacoma) on TRD Pro platforms in rotation at all times, with a fourth vehicle during heavy traffic to reduce wait times. Queue lines were set with bicycle fence to navigate inbound and exit traffic leading to a 20x20x16 shaded, branded truss structure which served as a load/unload/exit hub.
A dedicated dirt track was designed and built consisting of 500+ yards of dirt with berms, articulation moguls, and a finishing jump. All elements proved to be reliable, repeatable, and accentuated the ‘thrill element’. Toyota branding, headers, and graphic fence/wall banners throughout the course and along parking lot structure area provided ample signage and visibility.
The Brand Ambassador team greeted attendees and facilitated registration at the activation site. Team members helped to cross-promote the GR Supra Thrill Ride (see below) and facilitated registration for both rides whenever possible.
Barrett-Jackson’s broad spectrum of consumers was exposed to the TRD Pro Dirt Ride for the first time, resulting in increased brand awareness and interest with tremendous positive feedback about the three vehicles and the overall experience.
GR Supra Thrill Ride
The GR Supra Thrill Ride site was anchored by a 40’ x 60’ structure. Toyota Headers and graphic walls on each side of the structure provided signage and visibility, supported by numerous Toyota and GR Supra feather banners, A-frames and standing signage.
Three-to-four GR Supras in constant rotation provided the thrills that consistently elicited overwhelmingly positive feedback from attendees. The drive included a unique “5 at 5” plan to put all 5 drivers out at 5 pm when other OEs shut down. Toyota was the only brand to give consumers rides past 5 pm. The Brand Ambassador staff also actively engaged show attendees, drove traffic, raised awareness of the Thrill Ride and facilitated registration from within the convention hall.
Barrett-Jackson’s broad spectrum of consumers was exposed to the GR Supra, resulting in increased brand awareness and interest with tremendous positive feedback about the vehicle and the experience.
