TOYOTA WILDEST RIDE Case Study
Leverage a pair of social influencers to showcase the fun, everyday adventure of the Toyota RAV4 by sending them on a wild animal safari.
We rode along with social media stars (and brothers) Cameron and Darius Benson through a 250-acre park filled with over 500 wild animals, covering the action from every angle and getting viewers up close and personal with our duo’s exotic experience.
Take a wild ride with social influencer Darius Benson and his brother Cam in the adventurous 2017 Toyota RAV4.
For this influencer-driven digital campaign created for Toyota and 22squared, we rode along with social media stars (and brothers) Cameron and Darius Benson through a 250-acre park filled with over 500 wild animals including giraffes, zebras, water buffalo, and ostriches.
Every Angle Covered
How many cameras does it take to cover a safari adventure in a RAV4? A drone, a C300, a 360º camera, and 4 GoPros felt about right to us. We deployed everything in our toolbox to make sure this one-of-a-kind experience was appropriately documented.
360° View
As added value, we used our 360º camera to create extra content for Facebook and YouTube allowing viewers an interactive look around the car to feel as if they’re along for the ride, too. This tied in directly with the RAV4’s new bird’s eye view camera feature, allowing drivers to see safely around the entire car.
LOGISTICS + LOCATION + ANIMALS
Safety is always a top priority as we planned this shoot to the last detail, accounting for the animals, handlers, and our crew at all times. We organized a follow van for clients and camera with a dedicated, mobile video village, while executing separate passes of the safari for the drone and the 360º camera.
MEASURING SUCCESS
As part of a multi-platform strategy, this content was activated across social channels from our influencers and Toyota dealers for an organic reach to their followers, resulting in lots of buzz and over 700k combined views in just a few weeks.
