Florence Drakton of Toyota: We used Snapchat filters to invite our guests to a private concert

Toyota released its most innovative marketing campaign with Snapchat by using a geofilter for the 25th Hour (#25thHour) event, regarding the 25th anniversary of the Lollapalooza festival. The pop-up exclusive concert was available only to those attending the festival and using the Toyota’s limited-time geofilter as a gold ticket for the event. “What better way to celebrate the Lollapalooza anniversary than adding an extra hour of music with such an incredible talent as Leon Bridges” said Florence Drakton, Social Networks Marketing Manager at Toyota. “We used the Snapchat filters in a unique way to invite our guests to a private concert, those who share the same passion for music as for Toyota.” Additionally, Toyota partnered with the foundation Save the Music of VH1 to restore a distinctive facility that has toured to many festivals throughout the U.S. in 2016. Lollapalooza is the fifth chapter of the 2016 Toyota Music experience. The interactive activation was launched during the Stagecoach festival in April, followed by the Country 500, Sasquatch and Firefly Music festivals. The experience will end in October at the Voodoo Music + Arts Experience in New Orleans, LA.