Toyota Gets Local, Uses Geo-Targeted Snapchat Ads
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Toyota is driving “Let’s Go Places” to some new digital venues that are decidedly local.
In the latest evolution of the nearly three-year-old campaign, the automaker has purchased ads on Snapchat that target Los Angeles. Videos will run inside Snapchat’s localized Live Story feature, marking what Toyota says is the first time an automotive brand has utilized that local ad format. Toyota has also partnered with Google to automatically customize banner ads in 15,000 U.S. cities using an API that incorporates city-specific information into the ads.
The two geo-targeted digital executions are part of a larger national ad push Toyota is making this summer for its two top-selling cars, Camry and Corolla, that seeks to give further definition to the “Let’s Go Places” tagline, which launched in late 2012.
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