Heart City Toyota Scion

Visitors to the 2011 Los Angeles Auto Show last month were in for quite a thrilling experience when they stopped by the 30,000-square-foot Toyota both. Visitors cruised down Camry Lane to scope out the new 2012 hybrid and gas vehicles and strolled down the Prius Highway to view the newest Prius models. These experiences were combined with interactive, high-tech experiences inside and outside of the convention center. Keith Dahl, National Manager of Engagement Marketing and Motorsports explains the move to a new kind of auto show experience, saying: "Auto shows are becoming much more experiential events for consumers and provide brands with a great opportunity to leverage social media and mobile technology to engage with visitors both on-site and beyond. Toyota's planned activations [were] designed to enhance the traditional auto show experience with exciting activities that consumers [could] both participate in and share via social platforms."¹